TOP PAGE
ENGLISH
JAPANESE
|
CONNECT WITH US:
Home
About
Services
Contact
Log in
*
Home
Press release
Jun 21, 2023 15:32 JST
Source:
AVIA
Latest Research Demonstrates Significant Uplift in Effectiveness of Advertising on Premium OTT Advertising over Mass Streaming Services
Singapore, Jun 21, 2023 - (ACN Newswire) - The Asia Video Industry Association (AVIA) has released the second phase of its research into differences between advertising in premium OTT and mass streaming video environments (UGC / video sharing services). While phase 1, completed in 2022, looked at consumer usage and attitudes towards advertising in both environments, phase 2 gauged consumer attention and recall to ads in both a premium and mass environment. Research was conducted between January to April 2023, and conducted by Milieu Insight.
In line with the findings from the first phase, phase 2 established that both product recall (10% uplift) and brand recall (12% uplift) were significantly higher for the same ads when shown in a premium OTT environment over a mass environment.
In terms of actions taken, from searching for more information about the product to visiting the brand's website, reading reviews etc, there was not a notable difference between behaviour of those seeing ads in a premium or mass environment. And given the higher recall, this still demonstrates that there are likely to be higher conversion rates from ads shown in premium environments.
Phase 1 of the research established that consumers clearly felt that premium OTT was higher quality (58% OTT vs 36% mass) and commanded higher attention than mass streaming video environments (49% OTT vs 35% mass).
Commenting on the findings, Louis Boswell, CEO, AVIA said, "The results are definitive and support what we have long felt obvious - ads that are shown in premium OTT services are more effective than those you see in a social media or video sharing services. We believe there is a huge opportunity for brands to increase the efficiency of their advertising and rethink the allocation of spend across premium and mass video environments. OTT is growing in leaps and bounds, and provides a unique and not sufficiently exploited opportunity for advertisers of all sorts to increase the efficiency of their campaigns."
Phases I & II of this research is supported by AVIA members Index Exchange, Magnite, PubMatic, The Trade Desk, and Xandr. The research deck and methodology can be found here.
About the Asia Video Industry Association
The Asia Video Industry Association (AVIA) is the trade association for the video industry and ecosystem in Asia Pacific. It serves to make the video industry stronger and healthier through promoting the common interests of its members. AVIA is the interlocutor for the industry with governments across the region, leads the fight against video piracy through its Coalition Against Piracy (CAP) and provides insight into the video industry through reports and conferences aimed to support a vibrant video industry.
For media enquiries and additional background please contact:
Charmaine Kwan
Head of Marketing and Communications
Email:
charmaine@avia.org
Source: AVIA
Sectors: Broadcast, Film & Sat, Advertising
Copyright ©2024 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.
Related Press Release
2024 CAP Consumer Survey Shows Increase in Piracy on Social Media and Messaging Platforms in Asia Pacific
May 06 2024 18:00 JST
Future of Video in India Sees Much Optimism for Growth with Technology as the Enabler for the Consumer
May 06 2024 15:40 JST
Wider Risks of Online Piracy in Singapore Continue to be Felt as Singapore Courts Order More Sites Blocked
April 15 2024 12:26 JST
Video Industry Sees Optimism Amidst Rationalisation, the Continued Importance of Asian Content and AI Everywhere
April 01 2024 15:27 JST
Online Video Remains the Growth Engine of Content Investment with Local Content Still Key to Acquiring Subscribers
December 11 2023 11:42 JST
Indonesian Police Take Out Major Pirate Operator Illegally Streaming Live Sports
October 20 2023 12:56 JST
AVIA and TVB Congratulate Hong Kong Customs for Action Against Distributors of Illegal Streaming Devices
October 18 2023 11:31 JST
The Future of Thai Content Shines Brightly with Thai Soft Power Enabling it to Travel the World
October 13 2023 14:00 JST
AVIA Releases Indonesia Study on the Untapped Opportunity of Premium OTT Services for Advertisers
October 04 2023 14:37 JST
New Study Shows Threat to Philippine Consumers From Piracy Sites Remains Greater Than Ever
September 15 2023 15:09 JST
More Press release >>
Latest Press Release
Fujitsu chosen for GENIAC project, starts development of large language models for logical reasoning
May 17, 2024 14:03 JST
NEC Leverages RISE with SAP and AI to Build Business AI in Move to the Cloud
May 17, 2024 11:19 JST
Honda and IBM sign Memorandum of Understanding to Explore Long-term Joint Research and Development of Semiconductor Chip and Software Technologies for Future Software-Defined Vehicles
May 15, 2024 14:30 JST
Eisai Initiates Rolling Biologics License Application to US FDA for LEQEMBI (lecanemab-irmb) for Subcutaneous Maintenance Dosing for the Treatment of Early Alzheimer's Disease Under the Fast Track Status
May 15, 2024 11:19 JST
SMEIC Proposes to Acquire Shanghai Prime: A Catalyst for Developing a New Dual-Wheel Driver Pattern
May 14, 2024 21:54 JST
DENSO and Certhon Introduce Artemy, A Fully Automated Cherry Truss Tomato Harvesting Robot
May 14, 2024 11:02 JST
Supercomputer Fugaku retains first place worldwide in HPCG and Graph500 rankings
May 13, 2024 18:32 JST
Eisai's Antiepileptic Drug Fycompa Approved in China for Adjunctive Treatment of Primary Generalized Tonic-Clonic Seizures
May 13, 2024 17:06 JST
Ogier and TOYOTA GAZOO Racing triumph again
May 13, 2024 14:36 JST
Spa points haul for TOYOTA GAZOO Racing
May 13, 2024 13:56 JST
DOCOMO to Launch NTT DOCOMO GLOBAL for Global Expansion
May 10, 2024 18:13 JST
Release of "Fugaku-LLM" - a large language model trained on the supercomputer "Fugaku"
May 10, 2024 12:20 JST
Paltalk, Inc. Reports Slight Increase in Revenue and 33% Reduction in Net Loss for First Quarter 2024
May 09, 2024 20:39 JST
Cordlife Accelerates Lab and Technical Staff Recruitment to Rebuild Foundation and Strengthen Core Processes in Singapore
May 09, 2024 19:00 JST
Honda Opens New R&D Facility in Bengaluru to Accelerate Electrification in India
May 09, 2024 14:13 JST
Fujitsu introduces "explainable AI" for use in genomic medicine and cancer treatment planning
May 09, 2024 10:41 JST
Mitsubishi Heavy Industries Increases Dividends on Back of Historically High FY2023 Results, Releases FY2024 Guidance
May 08, 2024 14:27 JST
Rome becomes the first European city to offer open loop transit payments to JCB Cardmembers
May 08, 2024 12:00 JST
NEC X Invests in Public Safety Startup Multitude Insights, Scaling AI-Powered Collaboration and Information Sharing for Law Enforcement
May 08, 2024 10:24 JST
ServiceNow and Fujitsu announce strategic commitment to launch innovative cross-industry solutions
May 08, 2024 08:52 JST
More Latest Release >>