2021年欧洲联网电视报告（英）-25页_11mb

报告摘要

Summary of "CTV Is for Everyone"

Core Content

The document explores the evolution of Connected TV (CTV) in Europe, highlighting how it has become a pivotal medium for advertisers to reach a diverse, engaged, and conscious audience. It outlines key trends across major European markets (UK, Germany, France, Italy, Spain) and discusses the implications for advertising strategies in this rapidly changing landscape.

Main Points

CTV: A New Era in TV Viewing

Hybrid Viewing is the New Normal: 71% of European audiences now watch a mix of traditional TV and CTV content.
CTV Offers Greater Diversity: CTV audiences better reflect the diverse demographics of Europe, including younger generations, non-native speakers, and those with different cultural backgrounds.
Ad-supported Content Gains Ground: CTV viewers consume nearly equal amounts of ad-supported and ad-free content, marking a shift from the dominance of ad-free services.
CTV Provides Flexibility and Personalisation: Unlike traditional TV, CTV is not limited by language or location, allowing for more personalized content delivery.
CTV Appeals to Conscious Consumers: CTV viewers are more likely to engage with ads that align with their values and lifestyles.

CTV and Advertiser Opportunities

CTV is More Engaging and Trustworthy: CTV viewers are more engaged and receptive to advertising, with a higher likelihood of making purchases after viewing ads.
Data-Driven Advertising is Essential: Advertisers must leverage data to effectively target CTV audiences, who are more open to sharing personal information for relevant ads.
CTV is Growing Rapidly: Between 2020 and 2021, CTV consumption increased by 30–69% across the EU5, outpacing traditional TV growth.

Key Takeaways by Market

UK

CTV Adoption is High: CTV viewership is approaching traditional TV levels, with 42% of households having two or more smart TVs.
Younger and More Diverse Audiences: CTV audiences are younger and more diverse, with a median age of 42 versus 56 for traditional TV.
Strong FAST Adoption: 77% of CTV viewers watch with others, and 59% of CTV consumption growth compared to 19% for traditional TV.

Germany

CTV is Highly Receptive to Advertising: CTV viewers are 217% more likely to purchase after seeing an ad.
CTV Mirrors Population Diversity: CTV reaches 58% of purchase decision-makers and 88% of gamers.
Moderate CTV Growth: CTV consumption increased by 53% versus 14% for traditional TV.

France

CTV is More Representative: CTV audiences are more reflective of the general population than traditional TV.
High CTV Growth: CTV consumption grew by 69%, significantly outpacing traditional TV growth (16%).
CTV Appeals to Younger Demographics: 61% of CTV households have kids, compared to 31% for traditional TV.

Italy

CTV is Becoming More Popular: CTV adoption is growing, with 45% of consumption increase versus 22% for traditional TV.
CTV Reaches Diverse Groups: CTV reaches 63% of purchase decision-makers and 92% of gamers.
CTV is a Key Tool for Future-Proofing: With strong FAST adoption, CTV offers a way to reach audiences not easily accessible through traditional TV.

Spain

Highest CTV Adoption: Spain leads in CTV adoption, with 51% growth versus 15% for traditional TV.
CTV Reflects Younger and More Diverse Population: CTV audiences are more representative of the younger and non-native speaker demographics.
CTV Offers Strong Engagement: CTV viewers are 150% more likely to purchase after seeing an ad, and 54% more likely to pay attention to relevant messaging.

Implications for Advertisers

CTV is a Critical Channel for Brands: Advertisers should integrate CTV into their TV strategies to better reach diverse and engaged audiences.
CTV Enhances Ad Effectiveness: CTV audiences are more receptive to ads and more likely to convert after viewing.
AVOD Services are Key: Ad-supported video on demand (AVOD) is becoming a primary way for CTV viewers to access content, offering advertisers a scalable and flexible solution.

Methodology & Definitions

The report is based on data from Samsung Ads and other industry sources.
CTV is defined as any television set connected to the internet, including smart TVs, streaming devices, and gaming consoles.
AVOD (Advertising Supported Video On Demand) and FAST (Free Ad-Supported Streaming TV) are key components of the CTV ecosystem.

展开完整摘要