Advertisers Paying a 2X Premium for Connected TV Views: Tremor
Online video is now all about the living room, letting advertisers reach viewers on the biggest screen in their house while they're in a receptive, lean-back mood. Online video ad company Tremor Video dove into the connected TV world and came back with this data:
- Advertisers are paying a premium of up to 2X to reach connected TV viewers.
- Connected TV inventory is viewed as more valuable than content on any other screen.
- The majority of advertisers now include connected TV in their online video campaigns, and that number continues to grow.
When advertisers run connected TV campaigns, here are the KPIs they're concerned about:
- Completion
- Reach
- Viewable Completion
Here are the content categories that advertisers flock to when buying on connected TVs:
- Entertainment
- Travel
- Restaurants
The research offers insight on connected TV viewers, as well. Connected TV viewing peaks on the weekends, which is the opposite of what occurs with linear TV. However, it also peaks during primetime hours, as linear TV does. Growth of connected TV viewing isn't just strong, Tremor says, it's exponential. Connected TV viewers gravitate toward technology and computers, arts and entertainment, health and fitness, business, and pets content.
"Connected TV represents a huge opportunity for both buyers and sellers, as we're finally reaching a maturation stage for both content and advertising," notes Ariane Gut, head of insights and analytics at Tremor Video. "Advertisers are demanding it, and with ads viewable 100 percent of the time, they are now willing to pay a premium to access this type of inventory. With a growing proportion of viewers cutting or shaving the cord, CTV has become a must-buy for advertisers who want to reach the largest audience on the largest screen in the home in a premium viewing environment."
Tremor's data comes from a study conducted by Magid Associates in May 2016 that surveyed 1,000 adults aged 18- to 54-years-old who view online video at least once per week, as well an analysis of nearly 200 billion Q2 2016 ad calls. For more data, see the infographic below.
Troy Dreier's article first appeared on OnlineVideo.net