雅虎：CTV广告注意力与接受度调查报告

CTVAd

Attention&

Receptiveness

Whythisresearchmatters

Streamingadspendissurging

Adspendingonpaid

subscriptionservicesisexpected

toincreaseby51%to$9.48billionin2023

Overall,CTVadspendingwill

exceed$26billionin2023(+27%)

AVODisrapidlygaining

tractionandisonpaceto

reachhalftheUSpopulation

Thisgivesbrandsa

significantopportunitytoconnectwithconsumers

TheChallenge

BrandsmustoptimizetheirCTV

strategytocaptureattention

andpositivebrandsentimentin

anincreasinglycompetitive

markettostandout.

Understandinghowkeyvariablesimpactadattentionand

receptivenesswillhelpimproveyourCTVstrategy

Sources:eMarketer,Q42022DigitalVideoTrendsReport

2

KeyQuestionsExplored

DoesCTVad

attention&

receptivenessvary

byenvironment?

Howdoconsumersrespondtodifferentexecutional

strategies?

Source:CTVAdAttention&Receptiveness2023

Howcanadvertisers

plansmarterCTV

campaigns?

3

Validatedthrough

Qual&QuantMethods

MetricstoKnow

CapturedthroughFacial

Recognition&EyeTracking

Attention

TVison,andactively

payingattentionwitheyesonthescreenfor2+secs

Viewability

TVon,1+personsintheroomfor2+secs

Receptiveness

Payingattentiontothescreen,enjoying

theadexperienceandopentoapositive

brandperception

4

TVisionSensor

●Person&FacialRecognition(Whoisintheroom,andifthey’repayingattention)

●ACRFingerprinting(WhatisonTV)

TVisionDigitalMeter

●AppDetection(Ifastreamingserviceisinuse)

Yes

No

RESEARCHSUPPLIER:TVision

AND

In-DepthOne-on-oneInterviews(8)

TVViewer

Journals(20)

Methodology:DataCollectioninDetail

EyeTrackingMeasurement

TVision’stechstackamongoptedinpaneln=15,000

FacialrecognitionandACR

Fingerprintingtocapture

attentionmetrics.

2+secs

Consumer-DrivenHybridResearch

Qualitative

Quantitative

NationallyrepresentativeSurvey

n=1,000

RESEARCHSUPPLIER:OpenMindStrategy

Source:CTVAdAttention&Receptiveness20235

in

The

Multi-phasebodyofworkincludingqualitativeexploration,quantitative nationalsurvey,andlargescale eye-trackingattentionmeasurement.

study

numbers

4

CTVad

environments

1.3M

impressions

66k

Adsanalyzed

Jan-Nov2022

5k

TVisionPanelHHs

1k

Survey

respondents

15k

TVisionPanelIndividuals

28

20TVJournals

&8IDIs

Source:CTVAdAttention&Receptiveness20236

AdAttentionand

Receptivenessinthe

CTVLandscape

7

welcome

7in10

AVODusersareatleast

somewhatsatisfied

withtheirCTVad

experience

82%

ofCTVviewersexpect

adsonfreestreaming

services

“

Actually,Ilikeadvertising.Ithinkitcanbevaluabletome.Adsshowmethingsandteachmeabout

thingsImightwant.”

–Rich,SmartTVFASTChannel

Adsareexpectedand

inCTV

environments

56%

Agree“ads/commercialsgivemeinformationthat’susefultome”

8

Source:

CTVAdReceptiveness&Attention2023

Thechallengeismaximizingattentionandreceptivity

Notalladsarewatched.ThisisbecauseCTVisa

multimediachannel,encompassingbothsight&sound

(51%ofFASTAVODUsers)

Viewable-

TVon,1+personsinroom2+secs

63%

ActiveAttention-

Eyesonscreen2+secs

33%

44%

Saytheyfrequentlyhave

theTVonthroughout

theentireday

53%

saytheyfrequentlyhave

TVoninthebackground/

dootherthingswhile

watchingTV

(47%malevs.60%

female)

9

Source:CTVAdAttention&Receptiveness2023

Creative

Media

Placement

MaximizingAttention&Receptivity

Creative&Media

Placementareboth

importantcomponents

ofmaximizing

attention

&receptivity

Source:CTVAdReceptiveness&Attention2023;NCSolutions“Five10

KeystoAdvertisingEffectiveness,August2017;Yahoo&IPG/MagnaGlobal“Creative,ThePerformancePowerhouse”March,2023

Optimizing

Attention&

Receptiveness

Source:CTVAdReceptiveness&Attention202311

Keyfactorsthathelpoptimizeattention

Timing

Environment

PodPosition&Length

AdBreak

Timing

Frequency

Recency

AdLength

Context

Target

Demos

Source:CTVAdAttention&Receptiveness202312

ShareofTimeSpent

Attention%

Timingmatters

Differenttimesofdaydeliverdifferentbenefits

ATTENTION%ANDSHAREOFTIMESPENTTHROUGHOUTTHEDAY

Attention%ShareofTimeSpent

12%10%8%6%4%2%

0%

40%

35%

30%

25%

20%

15%

0123456789

1011121314151617181920212223

HourofDay

Attentionstartsouthigh

earlyPrimetimecaptures

inthemorningandspikes

throughouttheday

thegreatestattention,

with47%oftimespent

Source:CTVAdAttention&Receptiveness2023

13

ShareofTimeSpent

Attention%

2%

24%

Thoughviewingtimedrops,CTVsustains

attentionthroughoutsummermonths

ATTENTION%ANDSHAREOFTIMESPENTTHROUGHOUTTHEYEAR

Attention%ShareofTimeSpent

12%

10%

8%

6%

4%

Attentiondropsby3%neartheholidays

36%

34%

32%

30%

28%

26%

Feb22

Jan22

Mar22

Apr22May22

Jun22Jul22Aug22Sep22Oct22Nov22

Month

Source:CTVAdAttention&Receptiveness202314

Non-subscriptionBased

Analyzed4Ad-SupportedApplicationTypes

Paid/SubscriptionBased

FAST

Tubi,Pluto,Roku,Crackle,Vudu,Xumo

HybridAVOD

Hulu,HBOMax,Paramount+,Peacock,

Discovery+,Disney+,Netflix**,Amazon

PrimeVideo**

SmartTVFASTChannels

AmazonFreevee,Vizio’sWatchFree**,SamsungTVPlus**,LGChannels**

vMVPD

FuboTV,YouTubeTV,Sling,Philo,

DirecTVStream

Source:CTVAdAttention&Receptiveness202315

+1.8s

30%

28%

9.4

10.2

10.1

8.5

Hybrid

FASTSmartTVFAST

Channel

SmartTVFASTChannel

FAST

vMVPD

“

Whenyou’rewatchingacommercialona[premium]channel…it’snotsupposed

humdrumtelevision.”

tobe

your

–James,FAST

Adattentionishigherformore“intentional”

paidsubscriptionservices

Viewersalsoexpectabetterexperienceonservicestheyarepayingfor

ATTENTION%

ATTENTIONTIME(SECS)

33%

Hybrid

35%

vMVPD

Viewersaremorecriticalofadswhenpaying

Source:CTVAdAttention&Receptiveness202316

34%

34%

32%

31%

30%

30%

30%

30%

28%

27%

27%

25%

24%

23%

Althoughpaidsubscriptionbasedmodeloverperform

overall,attentionvariesacrossapptypes

ThoughFASTappsunderperformonaverage,somedowell,i.e.XUMOorRokuChannel

ATTENTION%

Hybrid

FAST

47%

45%

VMVPD

41%

SmartTVFAST

35%

xumo

slighulu

VUDUPhilo

CACKLE

Source:CTVAdAttention&Receptiveness202317

Whoyouadvertisetomatters

AttentiontoadsinCTVgrowswithage

ATTENTION%

ATTENTIONTIME(SECS)

36%

34%

10.2

10.1

10.4

9.7

31%

32%

9.3

29%

8.2

20%

U18

18-29

30-39

50-59

60+

U18

18-29

30-39

40-49

50-59

60+

40-49

Source:CTVAdAttention&Receptiveness202318

184

126

120

118

111

103

99

95

92

88

76

62

40-49

50-59

60+

vMVPD(e.g.,FuboTV,YouTubeTV)

FAST(e.g.,Pluto,Tubi,Roku)

Hybrid(e.g.,HBOMax,Hulu,Peacock)

SmartTVFASTChannel(e.g.,AmazonFreevee)

Youngerviewersarehardertoengage,

butapptypematters

Youngerviewersarenearly60%morelikelytospendtimewithHybridapplications

EXPOSUREBYAGEINDEX

169

157

146

103

89

80

59

52

40

31

30-39

18-29

U18

105

82

Source:CTVAdAttention&Receptiveness202319

PodPositionMatters

Adsinthefirstpositioncapturemoreattentionthanthemid&lastposition

ATTENTION%

ATTENTIONTIME(SECS)

+0.9s

+6%

38%

11.0

36%

36%

10.2

Mid

Mid

First

First

Last

“

[Advertisers]shouldreally

strivetobethe

first….Thefirstadinthebreakistheonethat’slikelytogetthemostof

yourattention.”

–Rich,SmartTVFASTChannel

Last

10.1

Source:CTVAdAttention&Receptiveness202320

Co-View%

Podlengthalsomakesadifference

Shorterpoddurationsgetmoreattentionandco-viewing,andconsumersaremorereceptive

Coviewing%Attention%

Attention%

40%

30%

20%

10%

0%

37%

38%

36%

35%

27%

<90seconds

3-4minutes

4-5minutes5+minutes

90seconds

-3minutes

PodDuration

30%

20%

10%

0%

[If]thecommercialbreaksare…toolongitcausesmetoflipchannels.”

–Aud,Hybrid

“

66%

ofCTVviewersagree

“Icaremoreaboutthe

lengthoftheadbreakthan

thelengthofindividualads.”

Source:CTVAdAttention&Receptiveness202321

timingof

The

ad

“

Therewasafightsceneandtheadswerejuststuckinthemiddleofthefightscene.Why,why,why?”

–TeAsia,FAST

47%

Adbreaksthataren’t

evenlyspacedout

throughout

ashow

61%

Adsthatcutashowoffatacliffhanger

“TheWorst”

adexperiences

“

55%

saycablead

experiencesaremore

predictablethanon

streamingservices

51%

wouldlikestreamingad

experiencestoreflectthecablead

experience

“Natural”cablead

experiencepreferred

breaksimpactsreceptiveness

with

deemed

Unnaturalbreaksare

many

as“theworst”,

morenatural

cable

preferringthe

breaksseenon

66%

Adsthatcutashowoff

atanunnaturalplace

(i.e.,middleof

sentence)

Oncableyou’re

exposedtoa

multitudeof

differentstuff

whereaswiththe

streamingservices…it’srandomand

there’salotof

repetition.”

–Emily,FAST

Source:CTVAdAttention&Receptiveness202322

AD

“

DirecTVstreamhas

commercialsyou

wouldnormallysee

oncablewhich…

makesmeappreciateitmore.”

–Lindsee,vMVPD

Hybrid

SmartTVFAST

FAST

vMVPDandHybriddeliverthe

most“natural”adbreaks

Theapplicationsratedthehighestforadattentionalsodeliver

themost“natural”adbreaks

“THEADEXPERIENCEONTHISSERVICEFEELSNATURAL”

(average;amongusersofeachAVODtype)

43

vMVPD

39

38

33

Source:CTVAdAttention&Receptiveness202323

0%

+4%

+1%

57%

55%

55%

53%

52%

3%

8%

6-10Exposures11-15Exposures

4%

16+Exposures

1stExposure2-5Exposures6-10Exposures11-15Exposures

16+Exposures

Frequencymatters

Attentionpeaksat6-10exposures–but85%ofimpressions

neverhitthispeak

IMPRESSION%

ATTENTION%

85%

53%

32%

2-5Exposures

1stExposure

Source:CTVAdAttention&Receptiveness202324

58%

Areannoyedseeingthe

sameadatspecifictime

intervalsandwithinthe

thesameprogram

67%

Areannoyedseeing

thesameadmore

thanoncewithinthe

samebreak

“

47%

29%

24%

Seeingthesameadmultipletimes

Seeinganadback-to-back

46%

29%

25%

“

Seeinganadmany timesoverthecourseofafewdays

36%

36%

28%

However,repetitioncanalsobe

amajorannoyance….

sentiment

….and,

evenworse,negativelyimpactsbrand

IMPACTOFREPETITION

ON

BRAND

SENTIMENT

PositiveBrandImpact(T2B)

NegativeBrandImpact(B2B)

NoEffect

Seeingadsthatplayoveronrepeataretheworstandmaketheadexperiencebad.”

–Jerett,FAST

Whenyouseeanad7times,itactuallycreatesa

negativeimpressionofthebrandandanincreasedleveloffrustration.”

–Aud,Hybrid

25

Source:CTVAdAttention&Receptiveness2023

Attention%

TheAttentionSweetSpot

forFrequency&Recency

Thekeyistoachieveaneffectivefrequencyof6-10exposureswhile

maintaininganoptimalgapof12-24hourshoursbetweenexposures

ADATTENTION%VS.TIMESINCELASTEXPOSURE

40%

32%

28%

20%

0min

11-30mins

2

mins

1-2hrs

3

mins

2-6hrs

6-12hrs

12-24hrs

1-2days

2-5days

6

mins

8

mins

9

mins

10mins

1

min

4

mins

5

mins

7

mins

5+days

30-60

mins

TimeSinceLastCreativeExposure

Source:CTVAdAttention&Receptiveness202326

7.2sec

48%

11.3

sec

38%

25%

Differentlengthadsplaydifferentroles

Longerlengthsgetmoreviewerattentiontimewhilepeople

watchhalfofshortadlengths

%ofTOTALADVIEWED

ATTENTION

TIME

(AVG.SECS)

15

seconds

30

seconds

60

seconds

15.1sec

Source:CTVAdAttention&Receptiveness202327

Changingthecreativeovermultipleexposures

haspositiveimpactonreceptiveness,moreso

thanvariousadlengths

IMPACTONDIFFERENTTYPESOFADEXPERIENCETOWARDBRAND

NoEffect

(amongTotal)

PositiveBrandImpact(T2B)

NegativeBrandImpact(B2B)

47%

36%

17%

Seeingdifferentads

forthesamebrand

thattellastory

32%

41%

27%

Seeingdifferent

lengthsofthe

samead

Source:CTVAdAttention&Receptiveness202328

Attention%

39%

37%

35%

Longerexecutionshavemoreopportunity

tocaptureattentioninthefirstpodposition

ADLENGTHBYPODPOSITION

15

3060

41%

-5%

33%

Mid

Last

First

Source:CTVAdAttention&Receptiveness202329

“

Talk

Crime

32%

31%

31%

29%

Reality

Sports

Top3GenresforCo-Viewing

Attention%

1.GameShow

2.Political

Commentary/

Coverage

3.Family

28%

26%

Documentary

Cooking

News

24%

“

Family

Home

23%

20%

20%

Action/Adventure

Sci-Fi

16%

Awards

ContextmattersATTENTION%

Shareofadattentionis

highestforgenresthat

garnermoreengagement,whetherduringsolo

viewingorco-viewing

CrimeDrama

PoliticalCommentary/Coverage

GameShow/Competition

46%

39%

38%

Drama

Horror/MysteryOther

Comedy

35%

34%

32%

32%

Ifit’saweeklyseriesordrama…I’llbemoreengagedintheprogrammingandthereforemoreengagedinwatchingthead.

–Rich,SmartTVFASTChannel

IfIhavepeopleoverwemayenjoythe

commercialsmore.Wecanbondoverthem,

especiallyiftheadsarehumorous.”

–Ramon,Hybrid

14%

30

Source:CTVAdAttention&Receptiveness2023

“

Isawanadfor

theNHLwhile

watchingthe

Washington

Capitalsgame.Ithoughtthisadwasawesome”

–Ella,vMVPD

+20%

+9%

24%

20%

31%

29%

26%

Creativethatiscontextually

relevantdrivesgreaterattention

64%ofviewersagreeadexperiencesarebetterwhenadsfeature

people/elementsfromtheprogramtheyarewatching

SECONDADS

ATTENTION%-30

HomeImprovementGenre

SportsGenre

CookingGenre

+77%

45%

AllAdsinCookingGenreFood/Beverages

AllAdsinHomeGenre

Home&Garden

AllAdsinSportsGenre

Entertainment/Media/

Leisure

Source:CTVAdAttention&Receptiveness202331

beingvaluedbythe

brand.Irememberthosethings.Itdoesn’tgetlostintheshuffle.

–Bill,vMVPD

“

WhenRAMtrucks

sponsoredYellowstone,itfeltlikemytimewas

BRANDSPONSORSHIPSLOGOSVS.CONVENTIONALCTVADS:DELTA

ATTENTION

%ofadimpressionswhereaviewerwas

watchingtheTVscreenfortwoormoreseconds.

+12points

+2.5seconds

+31points

ATTENTIONTIME

Theavg.amountoftimeperattentiveimpressionwhereaviewerwaswatchingtheTVscreen.

“

Weliketowatchsometypesofsportingeventsthataresponsoredbyvarious

companies.Thoseadsareusuallyprettygood.”

ATTENTIONCONVERSION

Indicateshowwellacommercialdrawsattentioninrelationtothelengthofthecommercial.

Source:CTVAdAttention&Receptiveness202332

Outsideofconventionalads,Sponsorshipsarehighly

effectiveatcapturingattention

–Bill,vMVPD

Source:CTVAdAttention&Receptiveness2023

Creativeisakey

ingredientto

garnerattention

andreceptiveness

33

IDEALADEXPERIENCE(T2B)

67%

Adsthatarefunny

61%

Adsthatareto-the-point

59%

Adsthatfeaturegoodmusic/acatchyjingle

55%

Adsthatimmediatelytellyouwhatbrandthey’refor

54%

Adsthattellastory

CreativitymattersIt’sa360degreeexperience

“

AdvertisingonTVshows/contentis“atitsbest”formewhen…“Theadsarefunny,well-executed,andshort.”

–Ella,vMVPD

“

Humorandmusicareattention-grabbingtome.”

–Francesco,vMVPD

“

Drawmyattentionquickandrightoffthebat.Keepitshortand

simple.”

–Ramon,Hybrid

34

Source:CTVAdAttention&Receptiveness2023

“

ThesoundisabletopermeatemyspacesoevenifI’mfillingupmy

drinkI’mstillhearingit–thoughImaynotbeseeingthefullvisual.”

–Bill,vMVPD

Audiobrandingis

criticalinlowattention

environments

Evenwhenconsumersarenotwatching

thead,theyarelistening

81%

agreethatwhenTVisoninthe

backgroundtheystillhear/

listentotheaudio

(89%ofHeavy

AVODusers)

Source:CTVAdAttention&Receptiveness202335

“

59%

Want“adsthatare

relevanttome/my

interests”

54%

Agreethatsocialmediadoes

abetterjobofshowingme

relevantadsandpromotions

thanstreaming

services

“

62%

Say“mostadsIseewhen

I’mwatchingstreaming

servicesaren’t

relevanttome”

Personalizationmatters

Amajorityofconsumerswantadsthatarerelevantandnearlyasmanyfeelmostadsarenot.

Itfeelslikethestreamingservicesareabitoutoftouchwithwho’swatching

theircontent.…theyshouldmakealittlebitofaneffort…soitfeelsalittlemorepersonalizedandyou’renotjustpressingarandom-assbutton…I’mnotstupid.”

–Emily,FAST

[Streamingservices]personalizetheirads

somewhat,butit’snotnearlythelevelofpersonaltargetingyouseeinsocialmediawheretheycan

pulloutyourlikesandyoursearchdataanduseittobuildanalgorithmtotargetads.[CTV]isnotthepersonalizedexperience.”

–Bill,vMVPD

36

Source:CTVAd

Attention&Receptiveness2023

(AmongTotal)

Wouldmakemyadexperiencebetter

Wouldn’thaveimpact

Wouldmakemyadexperienceworse

64%

ofCTVviewerswouldlike

tobeabletocustomize

theiradexperienceson

streamingservices.

Consumercontrolmatters

Fromcountdowntimerstoadinteraction,consumerchoiceincreasesreceptiveness

IMPACTOFDIFFERENTTYPESOFADEXPERIENCES

Seeingacountdowntimer

Havingtheability tochoosewhatcategoriesofadsI’minterestedin

Choosingwhichad(s)towatch

Havingtheabilitytointeractwithads

57%

9%

34%

8%

56%

36%

54%

10%

36%

35%

20%

46%

Source:CTVAdAttention&Receptiveness2023

37

Yahoo

Solutions

&

Environment

HighAttentionEnvironment;

HigherExpectations.

Paid/subscriptionservicesare

leaninenvironmentswithhigh

attention,butviewershave

higherexpectationsforad

creatives.

TargetDemos

Attentionincreaseswithageand

certainagegrouparemorelikelyto

leanintooneapplicationthan

another,withyoungerviewers

morelikelyonHybrid.Consumers

arealsomostreceptivetoadsthat

feelpersonalizedtothem.

AdBreakTiming

BeFirst,Don’tbeawkward.

Adsinthefirstpodpositionandin

pods<90secondsgarnerthemost

attention.

Paid/Subscriptionenvironmentsare

viewedashavingthemost“natural”

adbreaktimings.

Solutions

ComprehensiveCTV

supplyaccessincluding

LIVEsportsandeventsas

wellasLIVELinear

Addressable

Yahoo’spanelof167M

loggedinusersconnects

TVHHstoaccurate

demographic&

behavioraldata

Yahootapsintoall

premiumenvironments

includingvMVPDsand

premiumstreamings

appslikeHBOMax

andPeacock

Timing

Meetthemwheretheyare.Evening

&morninghourshavethemost

engagement.

Rethinkseasonality.Whiletime

spentdecreasesduringsummer,

attentionissustained.

Takeaways

Yahoo’soffersfull

measurementand

targetingcapabilities

acrossdayparts

38

Frequency&Recency

TheAttentionSweetSpot:

Campaignscanbeleftinmarket

longertomaximizeattention(6

-10exposures),butavoidbrand

burnoutbyoptimizinggaptime

(12-24hoursbetween

exposures).

Creative

Creativeclosesthedeal.

Humor,music,audiobranding

inlowattentionenvironments,

storytelling,andearlybranding

enhanceviewers’attentionand

receptiveness.

Genre&Context

ContextMatters:Leanin

genressuchasCrimeDrama

garnerthemostattention.

Contextuallyalignedadsare

highattentiongrabbers

especiallyinCooking,Home,&

Sportsgenres.

Solutions

Yahoocanhelpmanagefrequencyacrosschannelsandsolveforadwearout.

Yahoohasintegrations

withleading

contextualsolutions

YahooDCOforCTVenablescreativeversioning

andpersonalization

Yahoocancontextualize

creativeimpact

relativetomany

differentoutcomes

Takeaways&YahooSolutions

AdLength

Differentadlengthsplay

differentroles.

Longerlengthsgetlongerview

time,whileshorterlengthshave

higherattentionconversion(%of

totaladviewed).

39

PremiumCTV

andLiveLinear

supplytoreach

moreHHsin

theright

environment

TrustedTVData

withexclusive

Vizioand

DirecTV

partnerships

Toolstomeasure

holisticreach

andfrequency

andoptimizefor

performance

YahooAdvantages

Identityatthe

corewithYahoo

ConnectID

192M

AuthenticatedUsers

40

TrustedTVData

BestofBothWorlds

Linear+CTVReach

ThelargestaddressableTV

footprintinmarket:80M+CTVand25Mlinearhouseholds

Activate

Insights

Walled

gardensgetting

higher

Independents

challengedby

identity

peacocki

dshmedia

Andmore…

Yahoo’sAdvancedTV

Advantages

Measure

Costefficient

LowTechFees

ValueAdd:

+

CrossDeviceGraph1PMeasurementLinearAudienceInsightsUnifiedTVMeasurementAddressableLinearBuying

41

ACR

Yahoo

ConnectID

192M

Logged-inusers.1

●ExclusiveandFirstToMarketData

●Multi-SourcedTVData

●Yahoo’sProprietary167MPanel

●FullyTransparent

●CostEffective

PANEL

forplanning,targeting,andmeasurement.

MVPDs

ExclusiveDSPaccessfor

targeting,andmeasurement.

AdditionalTVDataAccess

TheMostTrustedATVDataSolution

WhatsetsYahooapart?

STB

OEMs

OnlyDSP

withaccess

planning,

42

1YahooInternaldata,September2022.

Thank

you

Appendix

44

Iamreceptivetoads.Iexpectads,especiallywhenwatchingafreeservice.It’sevenfun

sometimes–iftheadsareright.”

–Emily,FAST

“

Idon’tmindads,andIlikenot

havingtopayextratoavoid

them.…They’renotsomething

I’mactivelyavoidingatallcosts–likesomepeople.”

–Lindsee,vMVPD

..Somebodyhastopayforit,sotheyhavetoaddadstosupportyou.”

–Rich,SmartTVFASTChannel

45

“I'mokaywithseeingadswhenI'mwatchingTV”

“IdoeverythingIcantoavoidads”

14%37%

“IfIweretoadda newstreamingservice,I'drather paylessandgetsomeads”

“IfIweretoaddanewstreaming

service,I'dratherpaymoreandnotgetanyads”

13%

41%

Consumersrecognizethatadvertisersmakeless

expensiveprogrammingpossible

“

ADSENTIMENTAMONGTOTAL(ona5-pointscale)

B2B

T2B

(midpoint)

49%

46%

“

Source:

CTVAdAttention&Receptiveness2023

53%

saytheyfrequentlyhave

TVoninthebackground/

dootherthingswhile

watchingTV

81%

agreethatwhenTVis

oninthebackground

theystillhear/listento

theaudio

44%

saytheyfrequentlyhaveTVon

throughout

theday

Audiobrandingiscriticalinadseven

aswhenconsumersarenotwatching

listen

thead,they

46

Source:CTVAdAttention&Receptiveness2023

ShareofTimeSpent

Attention%

ShareofTimeSpent

Attention%

36.0%

10.79

10.31

9.67

9.59

35.5%

8.70

8.58

7.87

7.14

7.01

6.18

35.0%

34.5%

34%

10.83

9.97

9.72

32%

11.17

8.78

8.77

8.58

8.31

30%

7.53

7.15

28%

26%

24%

SeasonalityisnotasimpactfulonCTV

wheretimespentissustained

Drivers:TimeofYear

LINEARADS-TIMEOFYEAR

CTVADS-TIMEOFYEAR

16%

14%

12%

10%8%

6%

4%

2%

Attentiondropsby3%neartheholidays

36.5%

14.15

Jan22Feb22

Mar22

Apr22May22

Jun22Jul22

Month

Aug22

Sep22Oct22Nov22

12%

10%

8%

6%

4%

2%

Attentiondropsby3%

neartheholidays

9.19

Jan22Feb22

Mar22

Apr22May22

Jun22Jul22

Month

Aug22

Sep22Oct22Nov22

Attention%ShareofTimeSpent

Source:CTVAdAttention&Receptiveness2023

47

SmartTVFAST

50-5960+

Drivers-Age

Youngerviewersaremoreattentivetoadsin

environmentstheyspendmoretimewith

Attention%-Thepercentageofadimpressionswhereaviewerwaswatchingthe

TVscreenfortwoormoreseconds.

vMVPD

FAST

Hybrid

U1818-2930-3940-49

Source:CTVAdAttention&Receptiveness2023

48

Repetitioncausesattentiontoplummet

Attentiondropswhenviewersareexposedtothesameadwithintwo

minutes,andremainsloweredforadsairedlessthan5minutesapart

ADATTENTION(INSECONDS)VS.TIMESINCELASTEXPOSURE

10

9

8

7

6

024681012141618202224262830323436384042444748505254665860

TimeSinceLastCreativeExposure

Source:CTVAdAttention&Receptiveness2023

49

2

3

1

Under18

18-29

Other

Reality

Comedy

Genresthatgarnerattentiondifferbyage,withcrime-relatedandcomedicshowsmostlikelyto

appearinthetopthreeformultipleagecategories

TopGenresforAttention

FamilyDocumentaryComedy

30-39

Crime

Reality

Documentary

40-49

Horror/Mystery

Politics/Government

Crime

50-59

CrimeDrama

Comedy

Family

60+

CrimeDrama

GameShow

Cooking

Source:CTVAdAttention&Receptiveness2023

50

Attentionisinfluencedbymanyfactors

1

OptimizethroughCreative

Creativeiskey.Humor,music,storytelling,casting,andothercreativechoicesenhanceviewers’adexperience-asdoesgettingthebrandnameoutearly.Audiobrandingisespeciallycriticalinlowattentionenvironments.

2

OptimizethroughAudience

Attentionincreaseswithage..Audiencestunetodifferentapplications,sodependingonyourtargetlooktoairadson

applicationsandapplicationtypeswheretheyaremostengaged.,withyoungerviewersonHybrid.Alignwithshorterpod

durationsforcoviewing.

3

OptimizethroughContent

Audiencesleanintotodifferentgenres.Understandwhereyouraudienceistuningandtargetthoseenvironments.

Contextualrelevancecanhelpgettwiceasmuchattentionforyourbrands.Looktoairadsincontextuallyrelevantcontent.

4

AvoidBrandBurnout

longertomaximizeattention(6-10exposures),butavoidsequentialstorytellingtoavoidrepeativness.

Frequency&Recencymatter.Creativescanbekeptinmarket

brandburnoutbyoptimizinggaptime(12-24hours).Utilize

Source:CTVAdReceptiveness&Attention202351

Creative