U.S. Consumers Continue to Shift to Streaming Media Services and Are Showing Greater Appetite for Personalized Ads
2024年6月26日 - 7:00PM
ビジネスワイヤ(英語)
Moloco and YouGov partnered to determine the
perception of ads on streaming media services among U.S.
consumers
The majority of consumers in the U.S. (57%)
report a preference for personalized ads
37% of U.S. consumers have canceled a
subscription because of the ads experience
Moloco, a leader in operational machine learning (ML) and
performance advertising, together with leading independent research
company YouGov, today announced the findings of the Consumer
Perceptions of Ads on Streamers Survey 2024. More than
1,000 consumers in the U.S. were surveyed for their perspective on
advertising on streaming media platforms. Overall, the results
signal a tipping point in consumer consumption habits as they shift
from traditional TV to streaming platforms. In October 2023,
EMARKETER projected that Connected TV (CTV) ad spend will reach
$30.10 billion in 2024. This shift provides advertisers with a
massive opportunity to focus on creating a tighter connection
between ads shown and outcomes driven by embracing personalized ads
and innovative ad formats.
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U.S. consumers are increasingly streaming
on a variety of devices. (Graphic: Business Wire)
“It’s important to get the ads experience right because
consumers will cancel a subscription based on the ads experience.
This research is a wake-up call for many streaming media platforms
to transform their approach to building an ad business,” said Dave
Simon, General Manager, Growth Initiatives, Moloco. “Consumers have
a strong appetite for relevant, personalized ads that enhance the
viewing experience. These ads are influencing their behavior and
decision-making process. These combined trends signal the need for
a more personalized approach to advertising on streamers, driven by
leveraging advanced machine learning at scale.”
The study revealed that:
- Consumer behavior is changing as more people move away from
traditional TV to use streaming media platforms, particularly on
Smart TVs and mobile devices.
- 55% of U.S. consumers report that a Smart TV is the device most
commonly used for personal streaming, compared with 24% for mobile
devices, 13% for laptops/PCs, and 7% for tablets.
- 42% of U.S. consumers report that they are cutting the cord
with traditional TV services; an additional 22% are considering it
but have yet to do so.
- More than 60% of U.S. consumers would choose lower fees in
exchange for watching ads.
- Consumers report clear preferences for ad formats that enhance
the viewing experience.
- 26% of U.S. consumers believe that ads that are interesting and
relevant enhance the viewing experience.
- Pre- and post-roll ads are ranked most acceptable compared with
mid-roll and banner or display ads.
- Banner or display ads and mid-roll ads are perceived as the
most intrusive or disruptive.
- Consumers care about the ads experience. They report that ads
are influential and that personalized ads are preferable.
- 37% of U.S. consumers have canceled a subscription specifically
because of the ads experience.
- The majority of U.S. consumers prefer personalized ads, with
57% indicating a preference. Of the 57% total, 37% prefer
personalized ads based on viewing habits alone and 20% prefer
personalized ads based on viewing habits and personal data.
- Ads on streaming platforms are influential in the
decision-making process for product or service purchases with 45%
reporting some level of influence.
“The ads experience is clearly important, especially with
consumers not just adjusting to ads on streaming media platforms
but embracing ads,” said Vanessa Khoo, Senior Research Manager,
YouGov. “In addition, this research showed that consumers find ads
compelling and influential in their overall decision-making process
for product purchases. This study also showed that personalized ads
can actually enhance the overall viewing experience.”
Methodology:
This survey was conducted online in the United States by YouGov
and focused on consumers who watch video content at least once a
month, including streaming content. 1,027 respondents participated
in the 10-minute online survey from January 19, 2024 - February 5,
2024.
To learn more and to access the infographic, please visit:
https://www.moloco.com/streaming-habits
About Moloco
Moloco’s mission is to empower businesses of all sizes to grow
through operational machine learning. With Moloco’s machine
learning platform for growth and performance, every app publisher,
commerce marketplace, and streaming business can now unlock the
value of their unique, first-party data. Moloco Ads enables
performance marketers to scale user acquisition for mobile apps
through our advanced machine learning models. Moloco Commerce Media
is an enterprise software solution that enables retailers and
marketplaces to build their own ad business with a flexible
solution that delivers relevance, results, and automation for
scaled and streamlined ad operations. Moloco Streaming Monetization
enables streaming media companies to revolutionize their
monetization strategy by building an outcomes-based ad business
that delivers relevancy for users and results for advertisers.
Moloco was founded in 2013 by a team of machine learning engineers
and has offices throughout the U.S., the UK, Germany, Korea, China,
India, Japan, and Singapore.
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