Tune In To CTV Viewers Advertising Expectations

Originally Published on July 26, 2023, by DCN, and written by Tobias Silber, GeoEdge’s CBO.

TV no longer occupies one screen. Viewers have redefined “TV” to encompass long-form, streaming, on-demand content consumption. Along with this shift comes a transformation in the audience’s advertising expectations. 

Capitalizing on the connected TV gold rush

With global revenues from ad-supported video on demand (AVOD) projected to reach $91 

billion in 2028, the allure of free ad-supported streaming has captivated more than half of US TV viewers. In this landscape, Connected TV (CTV) shines as the jewel of the advertising world, fueling the open programmatic CTV ad spend with its 31% year-on-year growth.

Boasting larger screens, higher resolutions, and sound quality, CTV empowers viewers to curate their content consumption- offering the ultimate viewing experience.

Although industry stakeholders acknowledge CTV’s potential, you can’t help but wonder: Do they fully understand the impact of poor advertising experiences on CTV? And is the industry prepared to safeguard brand integrity and guarantee high-quality ad experiences?

CTV viewers ad experience expectations 

CTV stakeholders can learn from past web/in-app programmatic pitfalls. According to our research at GeoEdge, 56% of consumers admitted that they immediately leave the site or close the app when they encounter a bad ad. Moreover,73% of consumers claimed they would not recommend a site or app to their friends and family after encountering a bad ad. 

Audiences have made their needs clear: they demand a streamlined and non-intrusive ad experience. One of the reasons that viewers prefer CTV over traditional linear TV is because of the quality experience. Unlike web or in-app ad experiences–where users have grown accustomed to being bombarded with ads–CTV viewers approach the platform with a different mindset. They expect few, if any, ads. And they certainly don’t want to see offensive or disruptive ones. Oh, and they will quickly abandon ship if their expectations aren’t met.

CTV delivers what viewers desire, from the ability to skip ads to shorter durations and reduced ad frequency.

A lack of focus on programmatic transparency and brand safety could turn CTV advertising into a minefield of offensive and intrusive ad experiences. Sabotaging the viewing experience, instigating disengagement, negative brand perception, and even outright alienation from the platform. To secure viewer loyalty, it’s crucial to maintain the quality of ads and ensure they align with viewer preferences.

The complexities of co-viewing and shared screens

Addressing the complexities of shared screens and co-viewing poses a significant challenge when delivering relevant and engaging advertisements. The diversity in viewers’ preferences and age groups also introduces intricacies related to content restrictions and enforcing industry guidelines. The suitability of an ad for an individual viewer might not align with a diverse audience.

Inappropriate ads are not confined to X-rated content featuring explicit material. Ads showcasing distressing global news, natural disasters, contentious political content, or pharmaceutical promotions have the potential to disturb viewers. 

To preserve ad-supported experiences, it’s essential to maintain creative control, especially within the context of a shared screen. Preventing offensive content, explicit material, and sensitive ads is crucial to maintaining an environment suited to a wide range of audiences, including cross-generational and family-safe.

The playbook for engaging CTV ad experiences

Creating a safe and dependable ad environment that viewers can trust is tricky but certainly not impossible. By taking lessons from past mistakes in web and in-app ad experiences, CTV can not only ride the wave of growth but cement its foothold. Here are some guidelines that should help:

  • Implement strict filters for sensitive and controversial ad content.
  • Ensure compliance with child privacy laws and provide age-appropriate video content for younger viewers.
  • Carefully consider media specifications, such as ad duration and sound quality.
  • Secure the post-advertisement journey to keep a safe environment for viewers. For instance, interactive ads that use QR codes necessitate safety protocols that extend beyond the ad itself.

To maintain the integrity of the CTV viewing experience, it’s crucial the industry aligns with audience expectations for the ad experience. It’s time to think like a viewer.

Tobias is an experienced marketing leader and Chief Business Officer at GeoEdge. He believes success in business is fueuled by a passion for the product and purposeful messaging. Connect with Tobias on Linkedin to discuss strategic business development.

Malvertising, the practice of sprinkling malicious code into legitimate-looking ads is growing more sophisticated. GeoEdge’s holistic ad quality solution has you covered.


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