Streaming

Driving Your Digital Presence with Video

We live in a world of convenience at every turn. Information and entertainment is available on demand. Thanks to streaming video and Connected TV, you can view the content you want when it fits in your schedule with the click a button or voice command.  The landscape for viewing has changed immensely having not only an enormous effect on traditional television advertising, but also how marketers are adjusting their budget to accommodate the rapidly changing landscape.

With Connected TV users expected to exceed 190 million in 2019, the need to adapt to this growing platform as another vehicle to tell your story is becoming more imminent by the day.  Digital video now accounts for an average of 25% of a daily video viewing for the average person, which is only projected to increase. However, many marketers are not adjusting their budget distribution accordingly and are missing a valuable opportunity to get in front of their target audience.  Auto dealerships specifically have been one of the slowest adapters to this increase in video consumption, many of which are still spending 100% of their video advertising budget on traditional television versus digital video.

So what makes it different and why should dealerships care?  Unlike cable ads, Connected TV (CTV) and video campaigns can be measured and optimized as part of your overall digital strategy.  Ad effectiveness can be tracked by views, clicks and video completion rates (VCRs). This data enables more insight into the customer journey and car buying experience.  In addition, the power of view-through data can help you attribute users who saw your ad and later took action to get more information or contact the dealership, furthering your ability to measure your return on investment.

Interested but don’t know where to start?  We have broken down the basics to help you better understand how video and Connected TV can help your dealership accelerate past traditional television and begin transforming your market presence.

Download our white paper on Digital Video and The Rise of Connected TV

Study: Super Bowl Streaming Viewership To Increase 160% from Last Year

Plus: 61% of Americans Would Give up Cable Television and Never Look Back

—Adtaxi Unveils New Data on Super Bowl Viewership and Streaming Trends—

DENVER (January 16, 2019)Adtaxi—one of the nation’s fastest-growing digital marketing agencies—today announced the 2019 results of its annual Super Bowl Viewership and Consumer Streaming Trends Survey. According to the new data, substantially more viewers will tune in to Super Bowl LIII via streaming services this year (21%) compared to last year (8.1%), marking a staggering 160% leap.

“As new streaming services and content options emerge left and right, consumers are increasingly finding that their television needs can be met entirely through digital platforms—including watching live sports,” said Chris Loretto, EVP of Adtaxi. “Based on the exponential shift in our data, we may well see a day when Super Bowl streaming overtakes traditional TV viewership completely.”

Among Adtaxi’s additional Super Bowl findings:

·         Secondary Media: 68% of viewers will simultaneously use another media platform to engage with Super Bowl-related content while watching. Most of them (78%) will use social media, while 30% will use group chats, 28% will visit sports websites and 15% will turn to online forums.

·         Anticipated Elements: 53% of viewers are most looking forward to the game itself, while 27% are looking forward to the commercials; 20% are most eager to watch the halftime show.

Adtaxi also examined consumer streaming habits more broadly, revealing the following:

·         Cutting the Cord: 61% of Americans would not miss cable television if forced to give it up forever. In addition, 64% of cable subscribers have plans, at some point, to cancel their subscription in favor of streaming content digitally; 41% say they will do so within the next year

·         Reasons to Stream: 60% of those moving away from traditional cable in favor of streaming say their reason is to save money. Meanwhile, 43% want to watch on their own schedule, 43% like the option of binge watching, 36% want to avoid traditional TV commercials, and 27% prefer the content options on streaming platforms

·         Platform Popularity: Netflix is the most popular streaming platform (76%), followed by Amazon Prime Video (58%), Hulu (41%), YouTube TV (25%) and HBO Now (16%)

·         Device Popularity: Smartphones/mobile devices are the most popular way to stream (68%), followed by streaming devices connected to the TV, such as the Roku (60%), laptops (48%) and tablets/iPads (36%)

“With Connected TV on the rise, offering unparalleled audience visibility and targeting options across devices, now is the time for advertisers to adapt their strategy for the digital age—or risk falling behind,” Loretto said.

Methodology
The study was conducted online using Survey Monkey. One thousand participants were polled, spanning across the United States. The demographics of those polled represented a broad range of household income, geographic location, age, and gender.

Press Release - Study: Super Bowl streaming viewership to increase this year by 45%

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DENVER (January 31, 2018)Adtaxi, one of the nation’s fastest growing digital marketing agencies, released the results of its Super Bowl Viewership and Consumer Streaming Trends Survey, an in-depth look at how consumers nationwide will be watching the Super Bowl, as well as an examination of their digital streaming habits more broadly. Although movies and television series still dominate the streaming world, there are important opportunities for digital advertisers to reach consumers while viewing major sporting events—namely through social media.

The survey revealed that Super Bowl viewership via streaming services is expected to be up 45% from last year, and many viewers will simultaneously engage in secondary media sources to consume event-related content. Indeed, of those watching via traditional television or cable services, a majority (58%) will be using secondary channels for related content. On average, those seeking related content will use 2.1 different channels (e.g., social media, sports websites, group chat, forums), representing key vehicles through which companies can reach audiences with targeted advertisements.

Additional Super Bowl highlights are below:

SUPER BOWL TRENDS

  • -- 3 out of 4 respondents (75%) will be tuning in to this year’s Super Bowl.
  • -- Viewers in the 18- to 29-year-old age group (17%) are most likely to stream the game.
  • -- Nearly half (47%) of all respondents will use secondary media to consume Super Bowl-related content.
  • -- A majority of secondary media users (68%) will use social media.
  • -- 71% of 18- to 29-year-olds will use secondary media—more than any other age group.
  • -- Female respondents (35%) are more likely to use social media than male respondents (29%), while the males (18%) are more likely to use sports sites than the females (10%).

“In today’s media-rich environment, consumers are immersed in a world of screens, and using one platform at a time is no longer enough,” said Chris Loretto, Executive Vice President of Adtaxi. “Viewers—and younger audiences in particular—are not only watching events on the television as they happen, but they are also tweeting and texting about it, or recording their reactions via Snapchat and Facebook Live. This creates a unique opportunity for brands to reach audiences in multiple places at the same time. For instance, a Super Bowl viewer chatting with their friends on Facebook about a television commercial they just saw can simultaneously be targeted with a digital advertisement for the same brand.”

In addition, data revealed that a vast majority of the consumers surveyed—particularly those belonging to younger demographics—now use streaming services, with movies and television overwhelmingly representing the most popular categories.

Key findings surrounding consumer streaming habits are summarized below:

STREAMING HABITS

  • -- Nearly 3/4 of respondents (74%) stream content digitally.
  • -- One-third (31%) of respondents consume at least half of their TV programming via streaming.
  • -- 55 percent of 18- to 29-year-old respondents stream at least half of their TV programming.
  • -- Mobile devices (64%) are the most commonly used streaming devices in the last 30 days.
  • -- Saving money (59%) is most popular reason for moving away from traditional cable to digital streaming, followed by wanting to watch on one’s own schedule (56.28%) and avoiding TV commercials (45%).
  • -- Movies (69%) are the most popular type of content streamed in a typical month overall, followed by news programming (37%), sports programming (27%) and awards shows (9%)
  • -- Among the men surveyed, movies (67%) are the most popular type of streaming content, while TV series (74%) are the most popular among female respondents.

“Overall, this data contributes to our growing body of knowledge surrounding consumer demographics, helping us optimize our targeting strategies and reach specific age groups or genders on the appropriate platforms. With a higher degree of precision, we can reach audiences where they are, with the most relevant content possible,” Loretto said. “There is no doubt about it—streaming is on the rise, and advertisers must either adapt to keep up with the rapidly-evolving landscape, or face falling behind.”

Methodology

The study was conducted online using Survey Monkey. One thousand participants were polled, spanning across the United States. The demographic of those polled represented a broad range in household income, geographic location, age and gender.