In contrast to user generated social media content, CTV ads are served alongside premium content that is professionally produced by broadcasters and publishers, significantly lowering the risks of an ad being shown next to unsavory content. Viewers also invest more faith in news sources from a TV-like environment: 70% of respondents in our recent survey agree with the statement, “I trust news that I see on TV more than what I see on social media.”
Engaging CTV Ads Drive Action
CTV’s premium and non-skippable ad environment result in high completion rates, and viewers find these ads more relevant and informative, which in turn drives action. Magnite’s research found that 70% of survey respondents took an average of two actions after seeing a digital video political ad. These actions include visiting a candidate’s website and watching more videos on a candidate.
As more families cut the cord, CTV’s reach is only growing: CTV households are expected to rise to 82% by 2023, according to the Association of National Advertisers. Economic fallout from the COVID-19 pandemic has only accelerated this trend. Results from Magnite’s study revealed that 65% of respondents opted for or plan to sign up for additional streaming services.
CTV Wins Out Over Social Media
Magnite’s study exposes an alarming lack of consumer confidence and trust in advertising across social media platforms. In contrast, CTV campaigns provide political advertisers with premium, brand-safe environments, and engaged audiences—making CTV an essential tool for this election.
For a closer look at the key findings from Magnite’s study “The Power of CTV: Reaching Persuadable Voters in 2020,” click here for the complete report.
—Karen Ring, senior director of insights & analytics, Magnite