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Magnite Research Reveals Three out of Four EU5 Households Tune Into CTV
Magnite’s “CTV Is for Everyone: EU5 2021” study examines the rapid growth and changing preferences of the European CTV audience LONDON, Oct. 25, 2021 (GLOBE
About this update from Magnite, Inc.
[{"type":"text","content":"Magnite’s “CTV Is for Everyone: EU5 2021” study examines the rapid growth and changing preferences of the European CTV audience\nLONDON, Oct. 25, 2021 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the world’s largest independent omnichannel sell-side advertising platform, today unveiled its latest report “CTV Is for Everyone: EU5 2021”. The research, carried out across the UK, France, Germany, Spain and Italy, reveals that 78% of European audiences watch CTV, making it an essential element of TV planning for advertisers. The research also showed that the CTV audience as a whole strongly represents the region’s population and captures a representative audience across age groups and language preferences with greater efficiency compared with traditional TV. “European audiences now move seamlessly between traditional TV and CTV viewing. With a change in audience composition and viewing habits, now is a critical time for brands to better understand how to reach these addressable audiences and the ways they consume content,” said Edward Wale, Managing Director CTV, EMEA at Magnite. “Our findings will equip advertisers looking to extend their audience reach beyond the barriers of traditional TV services to reach viewers with relevant advertising in their preferred viewing environment.” As CTV viewership increases, the audience mirrors Europe’s regional profileAcross the EU5 markets, between January 2020 and May 2021, CTV consumption increased by 55% while traditional TV viewing rose by only 17%. As CTV adoption has grown, its viewers better match the regional profile, reaching representative levels of all age groups, whereas traditional TV audiences skew older and under-deliver against younger audiences. Advertising on CTV drives higher ROI TV advertising offers an effective pathway to reaching both incremental audiences as well as consumers who are more likely to buy products based on advertising than their traditional TV counterparts. Over half of CTV viewers said they are more likely to pay attention to personalised ads, compared with one third of traditional TV viewers. Additionally, 23% of CTV viewers made a purchase after being exposed to an ad compared with only 12% on traditional TV. Additional key takeaways: CTV is not limited to the constraints of language and location in the same way traditional programming is. More CTV viewer...