Study: Connected TV Has The Highest Ad Recall Of Any Streaming Device

Study: Connected TV Has The Highest Ad Recall Of Any Streaming Device
SHARE
THIS



New research by Yahoo7 into the effectiveness of advertising on connected TV (encompasses smart TVs, gaming consoles and OTT devices) has revealed that connected TV produces the highest ad recall per stream compared to mobile and desktop.

The study found that the average number of people viewing a stream is highest for connected TV at 1.7 viewers per stream, followed by desktop and mobile both at 1.2.

When taking the number of viewers into account, the average number of ads recalled is highest on connected TV at 2.4, compared to 2.1 on mobile and 1.9 on desktop.

Figure 1 (Yahoo7 study)

Furthermore, PLUS7 data shows the share of video viewing on connected TV has almost doubled in the last twelve months, yet the effectiveness of advertising on these platforms has been unclear to the industry.

Figure 2 (Yahoo7 study)

In response, Yahoo7 designed the large-scale experiment, developing an industry-first measurement methodology.

Ed Harrison, chief executive officer at Yahoo7, said: “As the use of connected TV becomes more widespread, it’s essential that our industry understands the potential of advertising on these platforms.

“Connected TV will have a major impact on the future of video consumption, and we’re excited to lead this first step towards understanding its advertising effectiveness.”

Please login with linkedin to comment

EMMA data judy taylor

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]