Here’s a look at some numbers that signal a tipping point in advertising preferences and point to the importance of getting the ads experience right for consumers on streaming platforms.
Moloco, a provider of operational machine learning (ML) and performance advertising, together independent research company YouGov, recently announced the findings of their Consumer Perceptions of Ads on Streamers Survey 2024.
Overall, the results signalled a tipping point in consumer consumption habits in India as they shift from traditional TV to streaming platforms.
Some key highlights from the survey include:
- Consumer behaviour is changing as more people move away from traditional TV to use streaming media platforms, particularly on mobile devices. 60% of Indian consumers report that a mobile phone is the device most commonly used for personal streaming, compared with 26% for Smart TV, 11% for laptops/PCs, and 3% for tablets.
- Consumers prefer ad formats that enhance the viewing experience. 44% of Indian consumers believe that ads that are interesting and relevant enhance the viewing experience.
- Consumers care about the ads experience. The majority of consumers in India prefer personalized ads, with 78% indicating a preference. Of the 78% total, 48% prefer personalized ads based on viewing habits alone and 30% prefer personalized ads based on viewing habits and personal data.
For more details, check out this Infographic