More than six in ten Britons (63%) are open to ads in exchange for free streaming content, according to new research carried out by advertising tech firm The Trade Desk.
With more and more viewers shifting their viewing habits away from traditional TV towards connected TV, The Trade Desk has also found that as many as 60% of respondents were signed up to three streaming services.
Crucially for advertisers, eight in ten (83%) now dedicate up to two hours a day to streaming content, up by 72% on last year, with the flexibility and content availability of streaming platforms proving key acquisition drivers.
Moreover, over four in ten (41%) said that they would be open to ads if they can access a cheaper platform, signalling the growing acceptance of ad-supported streaming tiers as a means to access free and affordable content.
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“Content and choice are driving the demand for streaming services, but the cost associated with these is making people rethink how many platforms they subscribe to,” The Trade Desk senior director of inventory and partnerships EMEA, Patrick Morrell said.
“The appetite for advertising shows that consumers are happy to view ads in order to continue having access to high quality TV content. Advertisers now find themselves presented with an opportunity to engage new audiences on connected TV and across devices.”
He added: “To ensure a positive ad experience, brands have to leverage data-driven media buying, which offers more relevant ads for viewers. Only then can brands create meaningful connections with their audiences and ensure they are reaching the hearts and minds of consumers.”
There were indications however that the public would still be selective about the kinds of advertising content pushed via these platforms, with 68% wanting fewer ads overall and 56% wanting shorter ad breaks.
