How the Streaming Experience is Evolving for Viewers and Marketers

TV and video streaming are two of the most effective ways to reach audiences and predispose more people. According to Kantar Media Reactions, consumers find advertising on TV and TV streaming fun and entertaining and that TV sponsorships have better quality experiences. Marketers too are planning on investing more in CTV advertising experience. 

And yet, despite this interest, Kantar found that in Q3’24, only 16% of video streamers are happy with the relevance of ads shown to them.

Nicole Jones, Kantar’s Chief Media Commercial Lead and Anna Miller, Head of Ad Measure...