Integral Ad Science (IAS), the global leader in digital ad verification, today released the results of a new research report exploring ‘The Impact of Stay-at-Home Behaviours on CTV’ among Indonesian and Australian consumers.
Connected TV (CTV) has become mainstream in Indonesia, with 7 in 10 consumers having access to it and a whopping 92% of consumers having increased their consumption of streaming content during the COVID-19 pandemic.
The report shows that mobile dominates as the digital medium of choice for Indonesians, with 76% of consumers using mobile to stream video. The report also showed that there is a growing adoption of CTV, with 29% engaging with this medium for video content consumption. Interestingly, there is strong adoption amongst CTV users for both subscription and free ad-supported content: 83% have added a subscription service this year, and 89% have added free streaming to their entertainment sources.
With 8 out of 10 respondents willing to see ads in exchange for free streaming video, the quality, context, and relevancy of ads become key in increasing engagement. In response to the quality and relevancy of the ad shown during the streaming of the video, almost 6 out of 10 respondents said they prefer high-quality ads (ads appearing in a high-quality environment) when they are watching free streaming video content and more than half of them (56%) said that the ads must be relevant to the content they are watching. Contextual relevance of ads in streaming content helps maintain consumer attention: the majority of consumers (75%) stated that they are more likely to view an ad to completion if it is relevant to the content they’re engaging with.
According to the report, CTV has become mainstream in Australia, with 8 in 10 consumers having access to CTV and 47% preferring to stream video content on CTV rather than mobile, desktop, or tablets.
The report also shows that 78% of consumers say they have increased their consumption of streaming content during the COVID-19 pandemic lockdown. Consumers are significantly more likely to add a free streaming service (57%) than a subscription service (49%) due to COVID-19 quarantine measures. Alongside the growth of streaming, consumers may be starting to feel subscription fatigue with 76% of respondents reporting that they are willing to see ads in exchange for watching free streaming videos. The majority (62%) plan to add free video streaming services in the next 12 months.
In response to the quality and relevancy of the streaming ad placement, nearly 60% of Australian respondents said they prefer high-quality ads (ads appearing in a high-quality environment) and almost half indicated that the ads must be relevant to the content they are watching. Contextual suitability of ads associated with streaming content helps maintain consumer attention: more than half of Australian consumers (55%) are likely to watch an ad to completion if it is relevant to the content they’re engaging with.
“The majority of Australian and Indonesia consumers are consuming free and ad-supported streaming content via CTV. This gives advertisers a real opportunity to connect with consumers via this high impact medium in the lead-up to the peak shopping season,” said Laura Quigley, SVP, APAC, IAS. “We expect ad spend on CTV to increase through the remainder of 2020 and we advise that Australian advertisers have a world-class fraud mitigation strategy for their CTV buys to protect their investments”.