A 5,000-strong consumer study by MTM has revealed that Samsung smart TV home screen ads generate a 10% uplift in purchase intent among exposed viewers. The data coincides with the news that Samsung has made this non-interruptive inventory available to brands outside the content and gaming verticals for the first time.
More Ctvws articles
Measuring the effectiveness of advertising on YouTube lacks local context and is opaque without third-party measurement, Barb argued on a briefing call Tuesday. Its head of insights shared how YouTube data over-indexes dramatically towards young, heavy users on TV sets in the UK.
Lantern is exactly the kind of innovation broadcasters need to protect and grow their businesses and get back into the room with advertisers.
The opportunity to reach millions in a shared, live moment is huge, but fans are hyper-aware of disruption. They want ads that offer control, relevance and value.
The initiative’s “baby POC” is moving into its teen years by expanding its panel and capabilities, and it is inviting more advertisers to take part.
The Ventura platform will not sell its own inventory — not even home-screen ads. The pitch to content owners is: you can trust us not to compete, so share more data to help us all thrive.
Content unseen might as well not exist. Discovery must become meaning-driven or audiences will flow to AI assistants, apps and creators, taking loyalty and value with them.
A study by FreeWheel’s Viewer Experience Lab found that consumers are generally receptive to formats like L-banners and shoppable QR codes, but they should be used sparingly.
From measurement innovations to broadcaster concerns to AI, here’s everything you need to know from the event.
Analysis: Netflix joined Disney and Roku in partnering Amazon DSP as the streaming wars get collaborative on advertising.