Disqo：2024广告支持的流媒体电视 - 在快速发展的联网电视（CTV）领域优化品牌体验（中译版）（14页）.pdf

1、REPORTOptimizing brand experience in the fast-evolving streaming landscapeAd-supported Streaming TVA new era for streaming adsDISQO surveyed 17,788 US adults from our first-party audience,between December 28-30,2023.More than 2 million people have opted in to share their brand experiences with DISQO

2、,empowering clients to cultivate deep insights about their target audiences and to perform objective,single-source measurement of advertising effectiveness on attitudes and digital behaviors.Survey data informing the report insights is weighted on age,gender,and income.Methodology2023 was a watershe

3、d for CTV.Major streamers like Netflix,Hulu,Max,and Disney+introduced or expanded ad-supported subscription tiers as cost-effective alternatives,and in doing transformed brand experience on TV.Price subtly(or not so subtly)nudged viewers toward these options,and will continue to do so in 2024.Embrac

4、ing the expanded inventory and audiences,brand advertisers and media publishers alike face new challenges in ad targeting,frequency,and campaign measurement.Our Consumer Trends 2024 report found that 58%of streaming subscribers plan to keep their current subscriptions;21%plan to increase subscriptio

5、ns;and another 21%plan to reduce them.Meanwhile,“cord-cutting”isnt slowing;one-third of cable/satellite/telco TV subscribers said they plan to discontinue their services this year.As consumers manage their entertainment budgets,many streamers will likely turn to advertising revenue to help offset pr

6、ice sensitivity.Amazon Prime Video launched its ad tier this month,which will surely create ripples across the industry as competition for consumers eyeballs and advertisers dollars intensifies.So,what do consumers expect from advertising in the new TV environment?How will these expectations impact