Magnite Research Uncovers Ad-Supported Streaming Services Deliver Scale and Impact for Brands in Southeast Asia
14 Novembre 2023 - 1:00AM
Magnite (NASDAQ: MGNI), the world’s largest independent sell-side
advertising company, today unveiled its latest research study
Streaming TV’s New Era: Embracing Ad-supported Streaming Across
Screens in Southeast Asia. The research, which spans markets
including Singapore, Indonesia, Philippines, Thailand and Vietnam,
finds that ad-supported streaming services deliver scale and impact
for brands and that 71% of TV viewers in Southeast Asia watch
ad-supported streaming, closing the gap with traditional TV
viewers.
The study reveals that ad-supported streamers are spending an
average of two hours a day watching streaming content and embracing
content across devices. These cross-device viewing habits generate
more meaningful connections with brands and influence purchasing
decisions. 68% of ad-supported viewers take action after seeing an
ad on streaming platforms, and 94% are more likely to make a
purchase from a brand they engaged with across multiple
devices.
“Ad-supported streaming in Southeast Asia is flourishing and
enabling advertisers to reach new audiences across screens,
providing them with more opportunities to captivate their valuable
attention,” said Gavin Buxton, Managing Director of Asia at
Magnite. “Our research shows that engagement with streaming content
extends to the advertising that accompanies it. With streaming’s
ability to capture viewer attention and move consumers down the
purchasing funnel, brands are presented with a significant
opportunity that will only continue to grow alongside expanding
viewership.”
“Magnite’s research findings confirm the power of ad-supported
streaming and its ability to engage viewers by delivering an
immersive experience across screens,” said Mary Yeo, Regional
Director at WeTV. “As consumers increasingly choose to stream
ad-supported content, buyers are presented with new opportunities
to place their campaigns around premium streaming inventory and
foster meaningful connections with their desired audiences at
scale.”
Additional key findings from Magnite’s study
include:
- Ad-supported streaming audiences are
highly engaged when watching streaming, which is winning viewers’
attention over social video. 92% of ad-supported viewers report
being engaged when watching streaming content as compared to 62% of
social media users who say user-generated videos on social media
don’t hold their attention very long.
- Viewers in Southeast Asia see the value exchange in streaming
ads. 79% of ad-supported streamers are comfortable providing
demographics about themselves if it results in a more relevant ad
experience.
- Streaming TV’s relevant and personalized environment generates
better outcomes. 9 in 10 ad-supported streamers are more likely to
pay attention to ads that are relevant to their interests.
- Ad-supported viewers place a high level of trust in the ads
they see on streaming platforms and nearly half indicated they buy
the product or service advertised.
To explore additional insights from the overall report, please
click here. Individual market reports will follow in the coming
months.
MethodologyMagnite engaged Harris Interactive
to execute an online survey of 6,139 respondents across Southeast
Asia, including Singapore, Indonesia, Philippines, Thailand and
Vietnam, from September 7 - 19, 2023. The respondents are people
ages 18-74 (age 20-74 in Thailand) who watch 7+ hours of TV a week,
including streaming.
About MagniteWe’re Magnite (NASDAQ: MGNI), the
world’s largest independent sell-side advertising company.
Publishers use our technology to monetize their content across all
screens and formats including CTV, online video, display, and
audio. The world's leading agencies and brands trust our platform
to access brand-safe, high-quality ad inventory and execute
billions of advertising transactions each month. Anchored in
bustling New York City, sunny Los Angeles, mile high Denver,
historic London, colorful Singapore, and down under in Sydney,
Magnite has offices across North America, EMEA, LATAM, and
APAC.
Media Contact:Megan
Hughesmhughes@magnite.com
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