Two-thirds of the Americans are willing to see more ads if it means a lower subscription cost for OTT, that is the conclusion of a PWC study, surveying 1,000 US consumers, with ages between 18 to 59, with annual household incomes above $40,000.
According to the survey, 72% of the US consumers will prefer to see fewer ads that are not relevant for them. PWC says this result suggests consumers expect ads to be as relevant as the content they’ve chosen to watch.
PWC found out that slightly more than half of the respondents are willing to share data for personalized ads.
PWC recommends advertisers to use viewership data to craft appealing ad formats and to present ads based on factors such as time of day, type of device being used, and length of content desired, in addition to demographic and behavioral data.