Tremor Video & Hulu Research Reveals Gen Z is at Peace with Connected TV Advertising
May 04 2017 - 9:00AM
Business Wire
New study shows how the next generation of
consumers’ embrace of digital TV consumption may transform video
advertising, television industries
Tremor Video (NYSE:TRMR), a provider of software for video ad
effectiveness, today released a proprietary study in conjunction
with Hulu, the leading premium streaming service, regarding Gen Z’s
ad receptivity on connected TV (CTV) and over-the-top (OTT)
devices. The data show that Gen Z is a native digital video
generation that overwhelmingly equates “watching TV” with an online
source. They also may be the first to fully embrace digital video
advertising by seeing ads as indistinguishable from actual TV
shows, and they will be CTV-first consumers.
This transformative shift in attitudes and preferences
represents a tremendous opportunity for both streaming services and
advertisers, with the ability to capitalize on this continued
growth for the long term.
Proof that even the term “watching TV” now holds a different
meaning, 84 percent of adults aged 14-50 equate “watching TV” with
devices such as an Apple TV or PlayStation. Specifically, 70
percent of Gen Z consider watching TV through an online source,
whereas 74 percent of Gen X consider watching TV to be through
traditional cable or satellite services.
“The transition of television programming to a digital,
streaming-first culture has been happening at a rapid pace,” said
Karen Ring, Senior Director, Insights + Analytics, Tremor Video.
“Gen Z, who in two years will make up 20 percent of the workplace,
is in a prime position to create an inflexion point in favour of
online consumption.”
“This survey is a window into the consumption habits and
advertising preferences of the next generation of viewers,” said
Julie DeTraglia, Head of Ad Sales Research, Hulu. “TV consumption
habits have evolved and Gen Z is at the forefront of the shift. And
Hulu is perfectly positioned to help advertisers reach this
generation of viewers with relevant and targeted advertising in a
preferred viewing environment.”
Serial Monogamists
Due to streaming’s on-demand nature, Gen Z are 40 percent more
likely to watch multiple episodes of TV in solid, focused chunks,
much like reading chapters in a novel. Demonstrating their loyalty
to the medium, more than half of respondents say they prefer to
stick to a single show until they finish the series, rather than
intermix shows. Part of the reason is to stay relevant with their
friends: 43 percent want to talk about it with their social group,
32 percent want to impress their peers, and 23 percent think
watching a show makes them smart. Regardless of the device, TV
remains deeply entrenched in pop culture: 20 percent claimed to
post something about a show on social media without ever having
seen the show.
Advertising Makes a Comeback
Consumer data accumulated by these digital platforms continues
to improve in order to customize the ads served to viewers. This
targeting changes perception of those ads to be thought of as
content. This means all viewers are more likely to share content
socially in the same way they discuss the show they’re watching. In
a true first, a majority (54 percent) of Gen Z said that they don’t
mind or enjoy watching ads, compared to significantly smaller
portions by millennials (45 percent) and Gen X (43 percent). While
the youngest generation claims to watch less TV than their parents,
they still have a low tolerance for a heavy ad load.
The study encompassed an online survey administered to 1,020
respondents ages 14-50 from March 9– March 15 2017 by the Center
for Generational Kinetics, a leader in generational research.
For more on the study, please click here.
About Tremor Video
Tremor Video (NYSE:TRMR) is the leading provider of monetization
platforms for video advertising. Our buyer and seller platforms
enable seamless transactions in a premium video marketplace by
offering control and transparency to clients. We employ patented
all-screen technology to make every advertising moment more
relevant for consumers, and deliver maximum results for buyers and
sellers.
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MWWPRIvy Chen, 415-580-6133ichen@mww.com
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