Credit: Samsung Ads
Audiences are more receptive to advertising that reaches them during moments of relaxation, according to research by Samsung Ads and independent consumer research company, LongTerm CoLab.
Despite the rise of streaming to access popular and thrilling, “wind-up” programmes, with 65% buying subscriptions to these platforms, in one in three viewing occasions (31%) there is a desire for relaxation and a higher engagement with ads, according to a report by Deloitte.
The “unwind” mindset is more valuable for advertisers, reporting a higher ad perception, 85% versus 50%, and higher levels of engagement for ads, 86% versus 71%, compared to “wind-up” programmes.
This has led to the rise in viewership across free tv streaming, up to 19%, compared to just 6% growth for paid streaming services.
“Big launches and exclusive originals will continue to drive headlines and subscriptions, but the data shows a quieter truth. It’s the long-running series and familiar titles that dominate the most-watched TV shows on the global streaming charts," said Brigitte Slattery, regional head, Samsung TV Plus, APAC.
"TV Plus is built around everyday viewing moments: helping our users scroll less, discover more and unwind sooner."
Richard Wheeler, sales director, Samsung Ads ANZ, said brands and advertisers are underestimating audiences and their changing desires.
“The trap today is that brands and advertisers underestimate the capacity for viewers to want different things at different times,” he said.
“As momentum continues to build in the free streaming space, advertisers have the opportunity to implement more holistic and effective screen strategies that can create long-term brand connections.
"By tapping into the full range of viewing occasions and audience needs, advertisers can deliver greater impact on the biggest screen in the home.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.