Why it matters
With more than three quarters of European audiences watching CTV, this channel is now an essential element of TV planning for advertisers, the more so since CTV yields greater results than social media or traditional TV when it comes to engagement.
The UK angle
The report (CTV is for Everyone: 2021) from sell-side advertising platform Magnite reveals that:
• Two thirds (65%) of British CTV viewers pay more attention to an ad on CTV than when an ad is seen on social media (22%).
• British CTV viewers are 54% more likely to share personal information to receive relevant advertising, while 57% think it is important that brands align with their values and opinions.
• British parents are easier to reach with CTV, especially households with teens: 45% of households with teens watch mostly streamed content.
• CTV reaches diverse audiences including purchase decision-makers (68%), gamers (89%, of which 28% watch CTV only), light TV viewers (65%) and those born outside of the UK (69%).
Sourced from Magnite
Source: warc.com
