Co-Viewing on OTT Is a Thing for Brands, Says IAB, Alongside Hulu, Roku and Freewheel

Julie DeTraglia Head of Ad Sales Research at Hulu who comoderated the session with Dan Robbins Head of Ad Research at Roku explained the rationale behind the researchamp160 quotJust as advertisers have grown accustomed to measuring audiences on traditional TV they39re looking to do the same in OTTamp160 Understanding the impact of coviewing viewers who watch video content with others amp160in the commercial experience is a part of thatamp160 There39s a haloeffect for brands when people watch TV togetherquotquotWatching TV has always had an important social component and this has absolutely continued as OTT platforms become evermore important parts of people39s viewing ritualsquot said Chris Kuist Senior Vice President Research and Impact at the IAB which conducted the study sponsored by Roku Huluamp160and Freewheelamp160amp160This social aspect of biggest screen in the house is powerfulamp160and is being amplified on OTT platforms in ways that can greatly benefit marketersquotAccording to The OTT CoViewing Experience 2017While that big television screen dominates amp16093 of American viewers 1364 engage in coviewing on the large screen regardless of the source of content amp160coviewing happens on other devices as well including smartphones and tabletsamp160Coviewing was nearly as likely in an OTT environment as in traditional linear televisionamp160and was more likely in an OTT environment than when watching traditionally delivered VOD contentCoviewers spend more than double the amount of time watching adsupported content than they do on subscription services with no ads56 of those coviewing on OTT said that they regularly talk about the brands or products they see while watching content on television screensamp160and were 24 more likely than linear TV coviewers to search online for the products and brands they saw advertised on TVDeTraglia noted that theamp160increased engagement with advertising was rooted in the OTT experienceamp160 quotWhen viewers have choice and control over their experience they39re more engaged with content and adsquot he saidamp160 quotThat means they39re more likely to talk about the brand with the people they39re watching with or to discuss the product on a social networkquotOne participant Dean Mandel owner of Viamark Advertising in New York said that he appreciated that the OTT companies were participating in research like thisamp160 quotI39m excited to see that digital video acts a lot like traditional televisionquot he notedamp160 quotPeople have always gathered to watch great things togetheramp160 In the old days you bought TV on a demo and while ad buyers may have considered someone who wasn39t for example a woman between the ages of 2554 39waste39amp160to an advertiser the person watching alongside that targeted woman was sometimes what they got to call a 39customer39quotRobbins said that awareness of coviewing was critical for brands focused on sales resultsamp160 quotBrands need to know how many viewers will see their creativequot he expalinedamp160 quotPlanning for OTT without taking coviewing into account is like placing a billboard in Times Square and only counting every other passerbyamp160 In a world where streaming is mainstream this insight into coviewing gives brands a tool to more accurately forecast the ROI of their television investmentsquotOther differences the study noted between traditional television and OTT coviewing were that the coviewing audience for OTT was younger than that of linear TV overindexing on Millennials cordcuttersneversamp160and families with childrenamp160 quotThe size of the OTT audience is difficult for marketers to ignore tooquot Robbins addedamp160 quotOne in five American households don39t have traditional pay TV You need a cordcutter strategy and knowing about how people are watching is part of thatquotDeTraglia addressed questions from the audience about why with the extensive data OTT offers advertisers there was still a need for studies of this sortamp160 quotWe can39t 39grade our own homeworkquot he repliedamp160 quotThirdparty validation and insight is more critical than ever for ad buyersquotViamark39s Mandel agreedamp160 quotThis kind of coviewing data is very helpful for the industryquot he saidClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Co-Viewing on OTT Is a Thing for Brands, Says IAB, Alongside Hulu, Roku and Freewheel

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Co-Viewing on OTT Is a Thing for Brands, Says IAB, Alongside Hulu, Roku and Freewheel

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Kathy Newberger

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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