/PRNewswire/ Integral Ad Science (IAS), a global leader in digital ad verification, today announced that it has filed a registration statement on Form S-1.
Research shows changing ecosystem of players and advertising opportunity as well as the consumer engagement and data challenges facing brands in the connected TV space
Nearly 9 in 10 people stream content on CTV devices.
Digital ad verification group, Integral Ad Science, launched a new report on connected TV trends, exploring Australian viewers’ habits when it comes to streaming content and ads.
According to the research, while linear TV ads have been a staple in media strategies for decades, they no longer deliver the reach and engagement advertisers once expected.
Connected TV or CTV’s and streaming video content can offer brands a more targeted approach to run effective ads.
As advertisers shift more media spend to these new environments, IAS surveyed Australian consumers to understand their CTV usage and how they feel about an ad-supported streaming experience.
74% of Australian consumers use their connected TVs to watch ad-supported programming
Linear TV ads no longer deliver the reach and engagement advertisers once expected as Australian viewers’ habits have changed when it comes to streaming content and ads.
As connected TV and streaming video content can offer brands a more targeted approach to run effective ads, advertisers are also shifting more media spend to these new environments.
Solutions like frequency capping to reduce repetitive ad placements and the ability to skip certain ads could help to enhance user experience, a survey by Integral Ad Science has found.
In addition, access to deeper contextual insights will also give advertisers the ability to give consumers a cohesive and personalized viewing experience.