Audiences rate ads on streamed TV higher than on linear 

By AdNews | 3 February 2023
Samsung Ads Australia GM Alex Spurzem

Ads on ad-funded and free streaming TV (FAST) services are more likely to be watched compared to other services - a finding consistent across the UK, Germany, Australia, and India.

The findings, unveiled today in a report titled Understanding Advertising Engagement across different viewing platform types, by Samsung Ads in partnership with research company Verve, compared key markets in Europe and APAC to garner a better understanding of what drives audiences to engage with advertising experiences across the TV landscape.

The study found that ads within FAST/AVOD environments are perceived by global audiences as shorter and therefore less disruptive, contributing to their greater likelihood of being watched. 

In Australia, almost twice as many respondents said linear ads were too long compared to ads on FAST/AVOD (52% vs 27%). 

The study also showed that FAST/AVOD ads consistently outperformed other platforms across multiple metrics valued by advertisers. Respondents considered them to be shorter and described them as being more exciting, enjoyable and relevant. 

Australians, along with Germans, are significantly more likely to sit and watch FAST/AVOD ads in full, compared with other platforms; higher engagement is likely driven by their shorter length and relevant content. Linear ads are the least likely to be watched in full across all markets – they are considered  too long and repetitive, leaving viewers feeling disrupted and frustrated. 

When asked specifically about ad characteristics such as trustworthiness and enjoyment, FAST/AVOD scored the highest across all regions. 

Over half (54%) of Australians engage with ads in FAST/AVOD settings, indicating an appreciation for the value exchange in viewing ads in exchange for free content. This is a higher rate of engagement than Brits and Germans (48% and 38% respectively). Contrastingly, on BVOD and linear an average of 37% of audiences engage with ads..  

61% of respondents stated they were happy to watch ads if the content is accessible for free. The relevancy of ads also proved important to Australians as over half (51%) would be happy to watch an ad that was relevant to them. 

Alex Spurzem, GM of Samsung Ads Australia, said: “The Australian audience is demonstrating a significant recognition of the value exchange they receive through viewing ads in an AVOD setting.

"It's particularly encouraging to see the levels of engagement at a higher rate than key European markets. Delivering relevant and shorter ads is key to improving the ad experience and increasing levels of engagement.”

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