New Samsung Ads Report: Targeting the Right ‘TV Moments’ is Key to CTV Success
When advertisers try to measure and optimise the effectiveness of their campaigns, they typically focus on the creative they’re running, and the media channels they’re running it on.
New research from Samsung Ads – Change The Way You CTV – highlights that other factors relating to the viewers themselves, such as their motivation for watching TV and the mood they’re in, have a big impact on how receptive they are to advertising.
This suggests a new way to think about how we plan and buy TV advertising as an industry. Advertisers who are able to target audiences during the right ‘TV Moment’ will be able to carve out a significant competitive advantage.
Some key insights highlighted by the research include:
- The importance of the ad acceptance hierarchy
The research identifies a new ‘ad acceptance hierarchy’, highlighting which factors are most likely to influence how accepting a viewer is of advertising.
Motivation and need sit at the top of the hierarchy, as the best predictors of ad acceptance. For example, if a viewer is turning to TV for distraction or to unwind, they’re more likely to be accepting of ads than if they are looking for comfort or experience. Mood and emotion are the next most important factors, followed by sociodemographic and time. Environmental and content factors sit at the bottom of the hierarchy.
Given that content and daypart are so key to TV planning, this new consumer survey demonstrates a gap between how TV is planned, and which factors really drive ad acceptance for consumers.
- Shared viewing helps drive ad acceptance
The data also shows that shared viewing can drive ad acceptance, engagement, and action. For example, the average ad acceptance rate for someone watching TV with their family is 57 percent, compared to 48 percent for someone watching solo. Meanwhile engagement rates for someone watching with their partner sit at 72 percent, compared to 70 percent for solo viewers.
The report also shows how the prevalence of shared viewing varies across different types of TV. Interestingly free ad-supported streaming TV (FAST) sees the most shared viewing. Across the board non-linear TV is at least as likely, if not more likely, to be a shared viewing experience compared with linear TV.
- Significant age and gender variation
Age and gender are also significant factors in determining ad acceptance, engagement, and likelihood of taking action.
Older generations are generally more accepting of ads, though Gen Z show fairly high levels of acceptance, and were found to be more tolerant than millennials and Gen X audiences. At the same time, younger audiences are more likely to take action, compared with older generations.
There’s also a gender gap, as male audiences tend to be more tolerant of ads. For men, acceptance of advertising generally correlates with engagement, up until a tipping point, where acceptance drops sharply. For women however, there is an inverse relationship between engagement and ad acceptance.
The report also covers:
- Buy-side insights on TV Moments
- Key factors of TV Moments
- The importance and relevance of household microculture actions
- How TV Moments can be used for campaign planning
Change The Way You CTV is available to download now.
