While the so-called “streaming wars” may be in full swing, with advertisers and platforms chomping at the bit to innovate new ways to reach consumers, few of the major players agree on the state of the rapidly evolving industry, according to new research from data intelligence firm Conviva.
In its inaugural State of Streaming Advertising report, released today, publishers, buyers and consumers are shown to have wildly varied opinions on some of the most basic tenets of the multibillion-dollar streaming ad business. The disagreements include whether in-stream spots are as good as those broadcast on linear TV—potentially spelling trouble for an industry already rife with stress fractures.
While 69% of media sellers agree that the quality of streaming ads is equal to that of commercials shown on linear networks, only 55% of buyers and 35% of public viewers feel the same way, according to Conviva’s data, collected in partnership with market research company Dynata.
With barely one-third of audiences saying they’re happy with the quality of in-stream ads, it should not be a surprise that a similarly low number of consumers report being satisfied with advertising on streaming platforms overall—just 36%. If an ad takes too long to load, 54% of viewers surveyed said they will abandon a stream, while 59% say ad repetition is imbalanced.
And in another stark consumer-advertiser divide, less than one-third of viewers believe their privacy is being protected by the streaming platforms they access, versus 69% of media buyers and 75% of publishers who say they factor in applicable privacy laws when crafting ad strategies.