DeepIntent, a leading healthcare advertising technology company built to influence patient health and business outcomes, today revealed new research that unveils insight into consumer behaviors and preferences for ad-supported content. Specifically, the research showed that 64% of connected TV (CTV) watchers prefer to see ads than pay more for content, explaining the growth of ad-supported streaming services over the past year.
Surveying more than 2,900 U.S. adults with LG smart televisions on their self-reported viewing habits and comparing those findings with real-world viewer data using automated content recognition (ACR) technology, the research indicates audiences stream content more than they realize.
Developed in partnership with LG Ads Solutions, the exclusive provider of LG smart TV native ads and audience targeting data, the study found that 96% of linear TV viewers say they watch their favorite shows exclusively via cable or satellite box. However, real-world data from their TV sets showed that only 48% of their viewership actually took place via a cable or satellite box – meaning that more than half of viewers may be watching CTV content without even realizing it.
This key finding points to the importance of using ACR data when planning, measuring, and optimizing advertising campaigns across linear and CTV. To address this value, DeepIntent today announced its complete integration with LG Ads Solutions’ real-time ACR data repository covering more than 30 million LG smart TVs in the United States. DeepIntent is the first and only demand side platform (DSP) with this capability, offering healthcare marketers unparalleled targeting capabilities for all digital formats, including CTV, desktop, and mobile.