To help marketers better understand the world of streaming and its role in any comprehensive video advertising strategy, Effectv, in partnership with Comcast Advertising’s Agency Leadership Council, analyzed data from a custom consumer behavior survey, actual advertisers’ cross platform campaigns, and top industry reports.
Most streaming households have access to and watch multiple streaming services, but which screen do they use to watch that content?
Our research found that 44% of respondents use TV to consume streaming video content. This is closely followed by smartphone devices.
Audiences are using streaming and cable TV as complements for video viewing.
Regardless of the number of streaming services, HHs are spending the greatest share of time with linear content. As the number of streaming services increases, linear share decreases but remains strong. As not all streaming is ad-supported, with streaming share increasing, advertising opportunities become more vital within linear.
An analysis of more than 20,000 Effectv cross-platform campaigns (linear and streaming) across 29 million HHs demonstrated this holds true for advertising campaigns too.
Including streaming ads in your campaign can help you boost results and integrate your brand into the modern TV viewing experience. When you advertise across platforms and devices, everybody wins. To discover even more insights, click below to read the full report.