Disqo2024广告支持的流媒体电视-在快速发展的联网电视CTV领域优化品牌体验英文版14页.pdf

REPORT

Ad-supported

StreamingTV

Optimizingbrandexperienceinthe

fast-evolvingstreaminglandscape

Anewerafor

streamingads

2023wasawatershedforCTV.MajorAsconsumersmanagetheir

streamerslikeNetflix,Hulu,Max,andentertainmentbudgets,many

Disney+introducedorexpandedad-streamerswilllikelyturntoadvertising

supportedsubscriptiontiersascost-revenuetohelpoffsetpricesensitivity.

effectivealternatives,andindoing…AmazonPrimeVideolaunchedits

transformedbrandexperienceonTV.adtierthismonth,whichwillsurely

Pricesubtly(ornotsosubtly)nudgedcreateripplesacrosstheindustryas

viewerstowardtheseoptions,andwillcompetitionforconsumers’eyeballs

continuetodosoin2024.andadvertisers’dollarsintensifies.

EmbracingtheexpandedinventoryandSo,whatdoconsumersexpectfrom

audiences,brandadvertisersandmediaadvertisinginthenewTVenvironment?

publishersalikefacenewchallengesinHowwilltheseexpectationsimpact

adtargeting,frequency,andcampaigntheirsubscriptiondecisions?This

measurement.OurConsumerTrendsreportoffersvaluableinsightsto

2024reportfoundthat58%ofstreaminghelpstreamingplatformsandtheir

subscribersplantokeeptheircurrentadvertisersoptimizeviewers’brand

subscriptions;21%plantoincreaseexperiences.Asexpectationsfor

subscriptions;andanother21%plantocampaignefficacyrise,onethingis

reducethem.Meanwhile,“cord-cutting”clear:stayingaheadofthecurvewith

isn’tslowing;one-thirdofcable/satellite/ongoingtestingandmeasurementis

telcoTVsubscriberssaidtheyplantotablestakes.

discontinuetheirservicesthisyear.

Methodol