i3 - September/October 2017 - 52
EFFECTIVENESS OF ADS IN AD-SUPPORTED CONTENT
While watching ad supported content,
I have watched an ad about a product or service...
While watching ad supported content,
I have watched an ad about other content...
71%
58
...that has interested
me enough to check it out
right then and there.
...that has interested
me enough to check it out
at a later time.
53
69
...that prompted me
to visit a website/app for
that service/product.
PERCENTAGE
AGREEING
WITH STATEMENT:
"I'd pay
for ad-free
content."
Overall
...that prompted me to
purchase or subscribe to
that service/product.
42%
ADS ARE LESS
PREFERRED, BUT
NOT A DETERRANT
Percentage Who Engage in the
Following Ad Consumption Behaviors
"All of the Time" or "Most of the Time"
58
Heavy
Watchers
67%
(5X or more/
week)
I watch the entire ad only if
required (meaning no skipping or
fast forwarding offered)
66
I watch the ad until the skip or fast forward
feature is useable, and then I skip it
57
I allow the ad to play, if required,
but ignore it until the content I want
to watch starts
38
I watch the entire ad without being required
15
Only 15 percent say they "never" watch
an entire ad without being required
34
Light Watchers
STATS A N D FACTS
(4X or less/week)
What Ads
Capture
Attention?
48
Men
37
Women
In CTA's recent study, Exploring Preferences
for Personalized Content Consumption
Experiences, CTA explores viewer engagement
with ads on streaming video. CTA found that
viewers have reasonably high engagement with
content, products and services advertised on
ad-supported streaming video, but a number of
factors can affect their optimal ad experience.
52
43
27
Millenials
Gen Xers
Boomers
(18-34)
(35-54)
(55+)
OPTIMIZING FOR LESS THAN OPTIMAL AD ATTRIBUTES If an ad contains this attribute...
Ads Cannot Be Skipped
30 Second or Longer Ad(s)
Three or More Ads Shown
Ads Play After Content Has Begun
DO THIS
DO THIS
DO THIS
DO THIS
Ad(s) don't exceed eight seconds
Ad(s) play before content begins
Ad(s) appears for content that's
less than 15 minutes
52
SEPTEMBER/OCTOBER 2017
Ad(s) can be skipped
Only one ad plays for content that's
longer than 30 minutes
Ad plays before content begins
Ads can be skipped
Ads don't exceed 15 seconds
Ads appear for content that's
longer than one hour
Ads can be skipped
Ad appears for content that's
less than 15 minutes
I T I S I N N O VAT I O N
All Charts - Source: CTA Market Research
Westinghouse/YouTube
v
Business
i3 - September/October 2017
Table of Contents for the Digital Edition of i3 - September/October 2017
Contents
i3 - September/October 2017 - Cover1
i3 - September/October 2017 - Cover2
i3 - September/October 2017 - Contents
i3 - September/October 2017 - 2
i3 - September/October 2017 - 3
i3 - September/October 2017 - 4
i3 - September/October 2017 - 5
i3 - September/October 2017 - 6
i3 - September/October 2017 - 7
i3 - September/October 2017 - 8
i3 - September/October 2017 - 9
i3 - September/October 2017 - 10
i3 - September/October 2017 - 11
i3 - September/October 2017 - 12
i3 - September/October 2017 - 13
i3 - September/October 2017 - 14
i3 - September/October 2017 - 15
i3 - September/October 2017 - 16
i3 - September/October 2017 - 17
i3 - September/October 2017 - 18
i3 - September/October 2017 - 19
i3 - September/October 2017 - 20
i3 - September/October 2017 - 21
i3 - September/October 2017 - 22
i3 - September/October 2017 - 23
i3 - September/October 2017 - 24
i3 - September/October 2017 - 25
i3 - September/October 2017 - 26
i3 - September/October 2017 - 27
i3 - September/October 2017 - 28
i3 - September/October 2017 - 29
i3 - September/October 2017 - 30
i3 - September/October 2017 - 31
i3 - September/October 2017 - 32
i3 - September/October 2017 - 33
i3 - September/October 2017 - 34
i3 - September/October 2017 - 35
i3 - September/October 2017 - 36
i3 - September/October 2017 - 37
i3 - September/October 2017 - 38
i3 - September/October 2017 - 39
i3 - September/October 2017 - 40
i3 - September/October 2017 - 41
i3 - September/October 2017 - 42
i3 - September/October 2017 - 43
i3 - September/October 2017 - 44
i3 - September/October 2017 - 45
i3 - September/October 2017 - 46
i3 - September/October 2017 - 47
i3 - September/October 2017 - 48
i3 - September/October 2017 - 49
i3 - September/October 2017 - 50
i3 - September/October 2017 - 51
i3 - September/October 2017 - 52
i3 - September/October 2017 - Cover3
i3 - September/October 2017 - Cover4
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