Ads shown within premium streaming environments are deemed as being more trustworthy, according to a study from sell-side advertising company Magnite.
The ‘Why streaming TV is a must-buy’ study found that 68% of UK viewers display confidence in the ads on streaming TV, compared to 45% for video-sharing platforms (VSPs), with 40% of participants agreeing that seeing ads on streaming TV gives them more credibility.
What’s more, it was concluded that ads on streaming TV deliver 8% higher brand recognition than VSPs, while making viewers 6% more likely to make a purchase, 9% more likely to discover new brands, and 8% more likely to take action.
The study also highlights the growing adoption of Smart TVs, which now account for 22 million UK households, with 91% of ad-supported streaming viewers choosing to watch on a Smart TV.
“With more than 50 million people in the UK watching streaming TV, advertisers have an unprecedented opportunity to connect with engaged audiences in premium environments,” said Julie Selman, SVP Head of EMEA at Magnite. “This research reinforces the importance of premium streaming TV as a key investment and essential component of any media plan for brands looking to build trust, enhance recall, and drive conversions.”
*Magnite is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA
