In this session...
As CTV becomes an integral part of the way audiences watch TV, it’s increasingly important to understand how users are interacting with this relatively new platform. Video has long been a key medium for communicating a brand’s story and message, and CTV has become the perfect place to combine the big screen and high impact of TV, with more measurable digital channels. However, there has been a lack of research into exactly how the user experience and user behaviour manifests in front of the CTV screen.
View More
Attention is also becoming a key metric through which to assess the impact of your advertising campaign, which is why we wanted to fully understand user attention in CTV and how this compares to viewing on both linear TV and other platforms such as social video.Why do users choose CTV? How do they discover content and how will their usage change as subscription fatigue builds? These are some of the questions that ShowHeroes is looking to answer.
View Less
What You'll Learn from This Session...
- CTV is the preferred entertainment platform across Europe with 80% of users preferring it to linear TV.
- CTV is an advertiser-friendly environment-viewers have high engagement and are in the ideal mental state for remembering messages.
- We view CTV ads much more attentively than we realise and far more than when we view ads on short form videos apps.
- Viewers visit CTV apps first and prefer the subscription-free model.
- Context is key: 67% of users say they would prefer to watch ads that are relevant to the content they’re watching.
