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Smart Tv Users Have a Much More Positive Attitude Towards Advertisements on Television

More than half (56%) of adults with a connected television (CTV) surveyed in five European countries, and 52% of those in Spain, said they were willing to see advertisements on television in exchange for free content in response to rising costs of streaming subscriptions, reveals a new consumer study commissioned by Samsung Ads Europe and conducted by Ipsos.

Samsung Ads Europe’s report, ‘The 2021 Connected TV Viewer’ comes from new research by Ipsos in which more than 5,000 consumers with a Smart TV in the UK, Germany, Spain, Italy and France were surveyed to explore more fully the market context and understand the cultural influences that shape the role of Smart TV in the home.

Advertising receptivity
Smart TV users have a much more positive attitude towards advertisements on television Jordan Phone Number List compared to other devices and are at least twice as likely to consider them to be of better quality, entertaining and eye-catching, compared to advertisements on other devices In the home. 39% consider that Smart TV ads are of high quality, compared to 11% for mobile phones or 8% for laptops / computers, while 37% consider that Smart TV ads are entertaining, compared to 15% of mobiles and 8% of computers.

Improve quality
In this sense, the study shows that advertisers should offer better quality ads. In the words of Beatriz Pérez Montequi, Sales Director of Samsung Ads for Spain and Italy, “as consumers seek free television content with advertising, the end consumer expects high-quality content and advertising on the largest screen in their home. This reflects what we’ve instinctively known – to fit in a premium advertising channel, the ads must also be premium. ”

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Unlike traditional television, which is mainly a means of accessing only linear television, Smart TVs fulfill a series of functions and promote a range of uses that go beyond the classic entertainment experience in view, so Beatriz has indicated that “as the role of the television expands, this research helps to demonstrate the ongoing changes in the use of television, how Smart TV is used at home, and how viewers use streaming in their home. daily life”.

According to Pérez Montequi, Smart TV plays a fundamental role in users’ homes, “what we can see is that Smart TV is becoming a multipurpose facilitator for entertainment, connection, learning and more. Viewers’ willingness to watch ads in exchange for free content, combined with the perception of ads on television, is an exciting opportunity for advertisers trying to reach streaming audiences through ad-funded streaming platforms. ” .

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