Study reveals 64% CTV watchers prefer to view ads than pay more
DeepIntent, the leading healthcare advertising technology company built to influence patient health and business outcomes, today revealed new research that unveils insight into consumer behaviors and preferences for ad-supported content. Specifically, the research showed that 64% of connected TV (CTV) watchers prefer to see ads than pay more for content, explaining the growth of ad-supported streaming services over the past year.
Surveying more than 2,900 U.S. adults with LG smart televisions on their self-reported viewing habits and comparing those findings with real-world viewer data using automated content recognition (ACR) technology, the research indicates audiences stream content more than they realize.
Developed in partnership with LG Ads Solutions, the exclusive provider of LG smart TV native ads and audience targeting data, the study found that 96% of linear TV viewers say they watch their favorite shows exclusively via cable or satellite box. However, real-world data from their TV sets showed that only 48% of their viewership actually took place via a cable or satellite box – meaning that more than half of viewers may be watching CTV content without even realizing it.
This key finding points to the importance of using ACR data when planning, measuring, and optimizing advertising campaigns across linear and CTV. To address this value, DeepIntent today announced its complete integration with LG Ads Solutions’ real-time ACR data repository covering more than 30 million LG smart TVs in the United States. DeepIntent is the first and only demand side platform (DSP) with this capability, offering healthcare marketers unparalleled targeting capabilities for all digital formats, including CTV, desktop, and mobile.
“For too long, healthcare marketers have struggled to reach relevant audiences at scale. By combining the targeting power of CTV with ACR data, DeepIntent’s patented technology optimizes campaign audience quality and script performance in real-time,” said DeepIntent Senior Vice President of Analytics John Mangano. “Consumer research has proven that this combination influences patient outcomes.”
Conducted between March 25 and 31, additional key findings from the research include:
- 65% say targeted ads improve their experience.
- 57% say CTV ads are more relevant than linear TV ads.
- 42% rate the relevance of the pharma ads they see as poor or very poor.
- 30% of people feel pharma ads provide helpful information to someone in their household and 27% have spoken to a doctor about a medical treatment after learning about it through an ad.
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