More consumers are choosing to watch OTT TV these days. It’s only fair to ask if these viewers are noticing marketers’ messages, especially if they’re enjoying a favorite program with friends or family members.
Marketers remain enthralled with the effectiveness of TV advertising. And while consumers agree that TV ads are the most entertaining, they also rate them as highly intrusive. Morning Consult’s new study contains everything your clients need to know about consumer attitudes regarding advertising in all formats.
TV still accounts for over 50% of paid advertising. But that format is feeling pressure as more consumers turn to different media. Of particular concern is the younger generation, according to NPD. An increasing number of 18-34 year olds are watching video content with the help of over-the-top (OTT) devices instead of tuning into programming delivered by pay or broadcast TV service.
One time-proven way for marketers to connect with consumers is to advertise on news sources. Consumers of all ages are eager to know what’s going on, not just in their towns, but on a national basis as well. The favorite sources for news are changing somewhat in the digital era, but TV remains a favorite, according to the results of a recent Gallup poll.
Cable TV operators are rolling out new services to stop more consumers from cutting the cord. TV viewers between the ages of 18-34 are more likely than those in other age groups to cancel their paid subscriptions. In a State of the Industry report, Pivot, from Participant Media, argues that offering the right types of packages to these consumers is the way to increase viewership and the revenue that comes from subscriptions and ad dollars.
Every year, PriceWaterhouseCoopers (PwC) releases its Global Entertainment and Media (E&M) Outlook. The research projects spending in the advertising, consumer demand for content, and consumer access fee categories. Between now and 2017, PwC analysts believe the global spending in these sectors will increase by 5.6% (compound annual growth rate) to $2.2 trillion.