- U.S. viewer attention to connected TV (CTV) ads grew to 51.5% in the course of the first quarter of this yr, up from 49.2% in the course of the previous quarter, in response to a latest report from DoubleVerify and TVision shared with Marketing Dive.
- While that percentage continues to be lower than linear TV ad attention (54.5%), attention for ads on premium CTV apps now outrank linear ads (56.1%). CTV ad volume increased across all major brand categories during Q1 in comparison with the identical quarter the yr prior.
- Most households in the course of the period utilized three or fewer CTV apps, with YouTube (20%), Netflix (17%) and Hulu (10%) rating as the highest three for share of time spent viewing. Original equipment manufacturers (OEM) free ad-supported streaming TV (FAST) apps, like The Roku Channel, saw a 9% increase in household reach during Q1 2024 in comparison with the prior quarter.
CTV has continued to collect momentum from marketers, and DoubleVerify and TVision’s “State of CTV Advertising Report” indicates that those ad dollars could also be well spent. CTV ad attention increased by 2.3% in Q1 in comparison with the prior quarter, while ad attention on premium CTV apps — that are defined as apps that supply an ad-supported and ad-free subscription model — saw an excellent more significant increase from 51.7% in Q4 2023 to 56.1% in Q1. Meanwhile, linear ad attention saw more modest gains, landing at 54.5% in Q1 versus 54% in the course of the quarter prior, a possible sign that focus to CTV ads may soon trump that of its more traditional counterpart.
“Each quarter we see advancements in CTV promoting – in terms of reach and scale but in addition in terms of attention and engagement from viewers,” said Yan Liu, CEO of TVision, in an announcement.
Accordingly, CTV ad volume has continued to extend, per the report, with “more CTV promoting happening now than ever before.” Industries with significant increases in ad spend in Q1 2024 versus the year-ago period include education, electronics and consumer products. The report also identified that, predictably, government and political ads saw the biggest increase as we approach the upcoming election.
Most households in the primary quarter tuned in to a few or fewer CTV apps, and did so on greater than two devices. While the amount of apps accessed was fairly comparable across all income levels, the report found that lower-income houses were significantly more prone to use ten or more apps than higher income households. Reach by app was led by Netflix (64%), YouTube (57%), Hulu (41%) and Prime Video (34%), and YouTube, Netflix and YouTube TV all increased their share of time viewing in the course of the period.
Among other findings, the study found that consumer attention to ads varies by its position in a pod, or the grouping of ads which can be played back to back, with the primary ad in a pod performing best across each linear and CTV. For CTV, the last ad played in a pod captures more attention than the center ad, at 50.7% and 48.3%, respectively. For linear, the center ad and last ad in the pod are comparable for their ability to capture attention at 53.4% and 53.5%, respectively. Pod duration also matters: On CTV, shorter ad breaks, classified as 60 seconds or less, secure the best levels of attention, whatever the length of the ad.
CTV ad attentiveness also varies by time of day, with engagement steadily increasing throughout the day before peaking at primetime, or the time in between what the report titles as “early fringe” and “late night.” However, probably the most opportune time of day for exposure is in the course of the early morning, per the report, with primetime and late night being the least favorable times.
Data for the CTV report was gathered from Jan. 1, 2023, to March 31, 2024 from 5,000 homes across the U.S., unless otherwise indicated inside the findings.
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