TV Advertising Engagement Study

Technology has disrupted numerous areas of the advertising industry and the world of television is certainly no exception. With the rise of Connected TV (CTV), and greater access to advertising across ad-supported streaming platforms, advertisers have benefited from the addressability and data-driven approach of digital, married with the premium experience of TV. Yet, traditional linear TV still holds the lead and is deemed the holy grail of advertising.

As such, Samsung Ads, with the help of Verve research agency, surveyed UK TV viewers to look into advertising on AVOD/FAST services versus linear, and other streaming formats.

So, how does ad-supported streaming environment measure up to linear advertising? Does all advertising within a streaming environment drive the same engagement? And how do consumers feel about the value exchange of ads for free quality content? Is there a level of trust, enjoyment and engagement that ads deliver across platforms?