jan feb | Page 9

Study : Streaming ads drive higher trust , recall , purchasing

Independent sell-side advertising company Magnite has unveiled the results of its latest study , Why Streaming TV Is a Must-Buy , which underscores the growing importance of streaming TV as a trusted and impactful advertising channel .

Key findings : Streaming TV ’ s premium environment fosters credibility and trust . Ads shown in premium streaming environments are perceived as more trustworthy , with 68 % of UK viewers displaying confidence in the ads on streaming TV , compared to 45 % for video-sharing platforms . In addition , 40 % of the study ’ s participants agree that seeing ads on streaming TV gives them more credibility .
• The premium nature of streaming TV strengthens recall and delivers positive brand outcomes . Ads on streaming TV deliver 8 % higher brand recognition than those on video-sharing platforms ( VSPs ).
• Ads on streaming TV are more memorable and influence purchase behaviours . Viewers exposed to ads in premium streaming environments are 6 % more likely to make a purchase , 9 % more likely to discover new brands , and 5 % more likely to take action compared to those on video-sharing platforms .
“ With more than 50 million people in the UK watching streaming TV , advertisers have an unprecedented opportunity to connect with engaged audiences in premium environments ,” commented Julie Selman , SVP Head of EMEA at Magnite . “ This research reinforces the importance of premium streaming TV as a key investment and essential component of any media plan for brands looking to build trust , enhance recall , and drive conversions .”
The study also highlights the growing adoption of Smart TVs , which now account for 22m UK households , with 91 % of adsupported streaming viewers choosing to watch on a Smart TV . This trend further cements streaming TV as a high-quality , large-screen experience that enhances ad effectiveness .
Barb to report YouTube channels TV viewing
Barb , the audience measurement
and television ratings
organisation , together with its
research partner Kantar Media ,
is to expand its measurement of
the YouTube content that people
watch via TV sets .
Barb has reported how people
use a TV set to watch content on
YouTube that is distributed by TV
companies since 2021 . Working
with SeeViews , an independent
business that specialises in
planning advertising campaigns
on YouTube , Barb is now selecting
200 YouTube channels that will
become part of its daily audience
reporting . The selection process
is primarily based on volumes
of viewing and will categorise
channels by type of content
creator .
Kantar Media will use audiomatching
automatic content
recognition ( ACR ) to identify
when these channels are watched
by Barb panel members on TV
sets . This technique is harnessed
with URL detection via the router
meters installed in Barb panel
homes to confirm YouTube as the
source . Audio-matching ACR is
the same method Kantar Media
uses to identify programme
viewing on linear channels and
VoD streamers .
Telia sells Media business to Schibsted
Telia Company is to sell its TV
& Media business , including the
TV4 and MTV brands in Sweden
and Finland respectively , to
Schibsted Media at an enterprise
value of SEK 6.55 billion
(€ 0.59bn ) on a cash and debtfree
basis .
Telia says the deal is in
line with its “ active portfolio
management and focus on
growth in its core connectivity
business in the Nordic
and Baltic regions ”. The
transaction is anticipated
to close in Q3 2025 at the
latest . Through a multi-year
partnership , Telia will continue
to distribute TV4 and MTV ’ s
content as part of its consumer
TV offering .
“ Our priority is to focus on
what Telia does best – providing
world-class connectivity on
which millions of people rely
every day – and this agreement
clearly reflects that ,” commented Patrik Hofbauer , Telia Company president and CEO . “ We have an opportunity to secure a new home for TV & Media with a strategic long-term Nordic owner that can further develop the business while maintaining its editorial independence . Thanks to a multi-year distribution partnership , we will continue offering TV4 and MTV ’ s content as part of the attractive line-up that has helped make Telia ’ s TV customers the most satisfied in Sweden for nine of the past 10 years .”
The proceeds from the transaction will be used for deleveraging . Telia expects to report TV & Media as held
for sale and discontinued operations in Q1 2025 , and to recognise a non-cash impairment of around SEK 2 billion .
Headquartered in Oslo and founded in 1839 , Schibsted Media owns news brands such as VG and Aftenposten
in Norway , Aftonbladet and Svenska Dagbladet in Sweden , and additional Nordic media holdings .
“ Since Aftonbladet became part of Schibsted in 1996 , we have been dedicated to Sweden , making this a truly historic day for us ,” said Siv Juvik Tveitnes , Schibsted Media CEO . “ As competition with global tech giants intensifies , building complete and nationally rooted media positions with scale and investment capacity is more important than ever to safeguard editorial independence . This agreement marks a significant step towards forming a leading Nordic media destination .”
In Sweden , the TV & Media business comprises the TV4 family of advertising-funded and pay-TV channels , the TV4 Play streaming service , and the Fotbollskanalen and Köket websites . The Finnish operations consist of MTV ’ s advertising-funded and pay-TV channels , alongside the MTV Katsomo streaming service . TV & Media currently has approximately 1,200 employees across the two countries .
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