Magnite Research Uncovers Ads on TV, Including Streaming Services, Generate a High Level of Trust and Recall in Australia
August 02 2023 - 6:00PM
Magnite (NASDAQ: MGNI), the world’s largest independent sell-side
advertising company, released its latest research study, “Streaming
TV’s New Era: How Ads Are Powering Streaming’s Future in
Australia.” The study finds 65% of TV viewers watch ad-supported
streaming in the country and the effectiveness of TV advertising,
including streaming, drives a high level of trust and recall. Among
ad-supported viewers, 83% trust the ads they see within TV and
streaming services, compared to 58% of social media users who trust
ads, including video ads, within social. In addition, 57% of
ad-supported streamers remember ads the most within TV (including
streaming services).
The research finds Australian streaming audiences are leaned
into streaming content, and that it captures audience attention
better than social media. 92% of ad-supported streamers view
streaming content for more than 30 minutes each time they tune in
and those who only watch ad-supported streaming are watching over 2
hours a day, on average. Comparatively, the majority of social
media users1 (70%) state they launch social media apps multiple
times throughout the day and each session is brief, lasting just a
few minutes.
“We’re witnessing a transformation of the TV landscape as
ad-supported streaming viewership is achieving scale throughout
Australia and almost as many consumers are watching TV shows on
streaming services with ads as traditional TV,” said Juliette
Stead, Head of JAPAC at Magnite. “Streaming TV’s immersive viewing
environment captures viewers’ attention for longer periods than
social media and wins in terms of ad attention and recall, making
this an effective channel brands should be actively exploring.”
Key findings from Magnite’s study include:
- Streaming services with ads are
continuing to attract new audiences - 55% of non-streamers would
likely use a new free or reduced-rate service with ads and 63% of
paid, ad-free streamers are happy to see ads in order to lower
their monthly streaming service bills.
- Streaming services have become indispensable to ad-supported
viewers in Australia. 77% of ad-supported streamers consider
streaming services a must-have in their household and 48% said they
are watching more streaming content than the year prior, compared
to just 5% who are watching less.
- Australian streamers are consuming TV content on multiple
screens and exposure to brands across multiple devices drives
purchasing intent. 69% of ad-supported streamers are more likely to
make a purchase from a brand that they engaged with across multiple
devices.
To explore additional insights, please click here.
MethodologyMagnite engaged Harris Interactive
to execute an online survey of 1,242 respondents in Australia from
May 24 - June 1, 2023. The respondents are people ages 16-74 who
watch 7+ hours of TV (including streaming) a week.
About MagniteWe’re Magnite (NASDAQ: MGNI), the
world’s largest independent sell-side advertising company.
Publishers use our technology to monetize their content across all
screens and formats including CTV, online video, display, and
audio. The world's leading agencies and brands trust our platform
to access brand-safe, high-quality ad inventory and execute
billions of advertising transactions each month. Anchored in
bustling New York City, sunny Los Angeles, mile high Denver,
historic London, colorful Singapore, and down under in Sydney,
Magnite has offices across North America, EMEA, LATAM, and
APAC.
Media Contact:Einsteinz CommunicationsCarlotta
Vittoricarlotta@einsteinz.com.au0449 207 228
1Social media users are those who use one or more of the
following platforms: YouTube, Facebook, Instagram, Snapchat, TikTok
or Twitter
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