Are streaming ads about to get even more personalized?
Are streaming ads about to get even more personalized?
A new study from Roku and Dentsu could have valuable insights for consumers about the future of ads in streaming.
The use of streaming as a method of consuming video has allowed advertisers to get quite creative with the way they present commercials to viewers. Long gone are the days when a simple, non-interactive video was the only way to advertise; now companies can give viewers shoppable QR codes and other ways to engage directly with advertisements. A new survey from Roku and Dentsu shows how viewers are engaging with shoppable ads, and the trends could lead to shifts in advertiser behavior in the future.
Key Details:
- Get personal:Over 70% of respondents said they paid more attention to ads that reflect their interests.
- Streamline the process: More than half of consumers would be interested in purchasing a product using pre-saved credentials.
- Diversify: Combining video ads with interactive formats leads to a 58% increase in brand recall
The data from Dentsu and Roku shows that customers are much more likely to pay attention to ads that they feel are relevant. Seventy-two percent of respondents say they pay more attention to ads that reflect their personal interests and purchasing habits, and 71% say they are more attentive to ads for items of brands they’ve purchased in the past.
Almost half of all streaming viewers in the survey said they would pay attention to ads that let them buy items featured in movies or TV shows. This creates a great opportunity Prime Video, which essentially already has a shopping element integrated into its platform.
In addition, more than half of streaming audiences would be interested in adding a product they’ve seen advertised to a digital shopping cart, or in buying a product from their TV using pre-saved login credentials from a retailer. This allows viewers to spend less time typing in a username and password, streamlining the shopping experience and letting viewers get back to streaming more quickly. Ads that help users discover content or enable seamless shopping experiences capture the attention of more than half of all viewers.
“It’s not just about making products clickable—we must create experiences that resonate and solve real needs,” SVP for retail media analytics at Merkle Jeffrey Bustos said. “Shoppable TV ads have immense potential to drive engagement and conversion, but to scale, they must deliver clear value to consumers.”
All of the data points to the notion that more personalized and interactive ads could be on the way to consumers, but traditional video ads aren’t going anywhere either. Normative averages from Kantar Milward Brown Roku show that combining video ads with interactive formats delivers a 58% increase in brand recall.
Click to expand chart to full size.
For consumers, all this means that streaming services will continue to work with advertisers to deliver a more personalized experience. The data shows consistently that more personalized ads work better in grabbing a viewer’s eyes. That will also mean that companies will be even more desperate for customer data that they can leverage into personalized ads, so viewers with privacy concerns will likely have to spend more and more time trying to find ways to opt out of data-sharing initiatives.
Prime Video
Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.