Research finds CTV to be more effective than Linear TV in driving consumer behaviors

A research found that CTV advertising performs better than linear TV across key indicators. After seeing an ad on TV, compared to linear TV viewers, ad-supported CTV users are: 71% more likely to tell a friend about a brand; 53% more likely to search for a brand; 48% more likely to have an improved opinion of the brand; 52% more likely to buy a product; 45% more likely to visit a store or website.

Unruly, part of Tremor International, released this week the findings of the study that surveyed nearly 1,800 US consumers in July 2020. Unruly says the study investigates the consumer attitudes and consumption habits around connected TV (CTV) during the COVID-19 pandemic.

“US consumers’ pivot to CTV is an opportunity for brands to reach audiences at scale in a highly targeted, personalized way that has, until now, not been possible,” said Terence Scroope, VP of Insights and Solutions at Unruly. “Following our acquisition by Tremor International, Unruly has shifted from an outstream video specialist to become one of the biggest video platforms in the world.”

73% of US consumers say they would prefer to watch their favorite TV show for free with ads rather than pay for an ad-free experience. 65% actively seek ways to watch TV programs and films free of charge

74% of 35-44 year olds actively seek free ad-supported TV content, followed by 71% of those ages 45-54 and 63% for those 55+ - these groups were actually more likely to seek free ad-supported TV content than younger generations 25-34 year olds (62%) and 18-24 year olds (57%).

64% of consumers in the US plan to reduce the amount they pay for TV services — 44% plan to do so by reducing paid subscriptions and 42% plan to cancel cable TV.

Nielsen this month stated that OTT is now one-fourth of all television minutes viewed in 2020.