2023年上半年智能电视大屏（CTV）广告状况报告
AI智能总结The State of CTV Advertising H1 2023
Overview
In the last decade, streaming has transformed the way people watch television and movies, leading to a proliferation of subscription-based services. Legacy TV companies have embraced the subscription-first model, but with approximately 82-84% of households now having CTV access, the industry must adapt to find new revenue streams. Ad-supported CTV is becoming the norm, and advertisers are exploring new ways to engage with audiences.
Key Trends and Data
- Time Spent on Ad-Supported Apps: There was a 238% increase in the share of time spent on ad-supported apps from H2 2022 to H1 2023.
- Premium Apps: Premium apps are 77% more likely to deliver ads when viewers are in the room compared to average CTV apps.
- Ad-Supported Streaming: Ad-supported apps, including AVOD, FAST, and hybrid SVOD/AVOD, dominate CTV viewing time.
- Netflix: Netflix's household reach increased by 3% to 62.9% in H1 2023, partly due to its new ad-supported subscription model.
- YouTube: YouTube remains the top app for time spent viewing, with a 17.3% increase in household reach.
- Co-Viewing Rates: Apps with high Viewers Per Viewing Household (VPVH) offer greater reach and more engaged viewers. Family-friendly apps like Disney+ and Paramount+ top the list.
- Attention to Programming: Apps that deliver more original content, such as AppleTV+, Amazon Prime, and Netflix, attract higher levels of attention.
- Viewer Behavior: Almost 87% of sessions end after viewing just one app, indicating a shift towards destination viewing on streaming platforms.
Metrics and Insights
- TVision Power Score: This score evaluates the quality of programming and its ability to draw in viewers, considering factors like viewer attention, program reach, and application reach.
- Viewer Attention and Presence: Despite earlier gains, viewer attention and presence-in-room for CTV ads dropped in H1 2023. CTV ad attention decreased from 31.2% to 29.6%, and presence-in-room dropped from 59.2% to 55.9%.
Industry Implications
- Advertising Adaptation: Advertisers need to optimize their CTV performance and use viewer attention and presence to identify valuable impressions.
- Competitive Landscape: Understanding which apps deliver the best value is crucial for advertisers.
- Engagement Strategies: Tailoring strategies to maximize engagement and retention is essential for success in the CTV space.
Conclusion
CTV advertising is evolving rapidly, driven by changes in viewer behavior and technological advancements. Advertisers must adapt to these changes to remain effective in the increasingly competitive CTV landscape.
