Through the Consumer Lens:
Attitudes to Advertising in the Online World
In the summer of 2016 Yospace commissioned research into attitudes towards personalised advertising in the online world, with a particular focus on live channels in TV Everywhere services. The research, conducted by Censuswide, was carried out on 2001 consumers across 17 major cities in the UK.
In response to the poll results, Tim Sewell, CEO, Yospace says: “The results send a strong message to broadcasters that personalised advertising is one of the most effective tools to enhance broadcaster/viewer relationships. It is perhaps unsurprising that the millennials are leading the charge for more personalised and targeted ads. This generation is used to online experiences in which content is served that is highly relevant to individual interests.
“Live streaming is evolving and many forward-thinking broadcasters are already using server-side Dynamic Ad Insertion to deliver targeted and personalised promotions in a way that combines with excellent user experience. The combination of great user experience, relevance and interactivity paves the way for broadcasters to generate more ad revenues from live television than ever before.”
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