Mediasmart, an omnichannel programmatic advertising platform, together with Logan, a mobile technology and big data company for agencies and companies, launch an unprecedented study on the exponential evolution of CTV and user preferences in Connected TVs throughout Latin America.
CTV Evolution 2022 compiles market trend data through desk researches, in addition to data from a proprietary survey conducted with a base of 4,000 users across the region.
The study shows that 87% of Brazilians interviewed prefer CTV compared to traditional TV, this preference is driven by the exponential growth in penetration of Connected TV in recent years and also by the increasing offer of services, whether through subscription or free with ads.
Taísa Pereira, Regional Director at Mediasmart, comments:
“CTV is still on a growth curve, but there is a clear increase in consumption by users, as well as in advertising investment, increasingly consolidating the power of this device. This growth challenges the market to discuss the best measurement methods and the best CTV attribution models in campaigns. The study shows that this is the time to create branding and performance strategies that are fully integrated with the online and offline world, adapting the planning according to the behavior and real interest of users.”
Another important data that the study shows is that 89% of respondents say they see mainly ad-supported platforms such as Vix TV, Pluto TV, among others, that is, 9 out of 10 viewers are exposed to ads. And it is these same platforms that have a 36% higher rate than traditional TV in terms of attention devoted to advertising when buying a product. The full executive:
“This study demonstrates how Connected TV and synchronization technologies can and should be used to increasingly complement the user experience in cross-screen strategies, especially in our region where most users have CTV as their second choice of purchase. favorite device for video consumption, using the cell phone as the main device in their daily life, which is the integrator of the entire cross-screen environment. This behavior in device consumption will allow advertisers to create increasingly dynamic and interconnected strategies and narratives.”
Clique here to access it.
Want to know more about the news? Don’t forget to follow ADNEWS on social media and stay on top of everything!
The post Brazilians consolidate CTV consumption on free platforms indicates a survey by Mediasmart appeared first on DNEWS.
