Make it relevant: ads are acceptable on smart TV in return for free content say almost 7 in 10 consumers

UK consumers find it acceptable to watch ads on their smart TVs in return for free content, but there are caveats…

More than two thirds of UK consumers believe that it is acceptable to watch ads on their TV if they get free content in return.

However, this quid pro quo comes with the caveat of relevance, finds a new consumer study commissioned by Samsung Ads Europe. Almost two thirds of consumers (63%) said the relevancy of ads was a significant factor for how willing they were to accept ads on their TV service. 

The survey, in partnership with market research agency Verve, quizzed 700 Smart TV users to uncover advertising engagement across various TV platforms, including linear, free ad-supported TV (FAST) broadcaster video on demand (BVOD) and subscription video on demand (SVOD) which are set to introduce ads as part of subscription tiers.

Disney+ is leading that charge, with pricing structures confirmed this week in preparation for launch in the US in December, with a global rollout following next year.

FAST wins out

Almost half the survey respondents (48%) said they felt FAST ads to be relevant, compared to less than a third (31%) of ads on BVOD and 35% on linear TV. But the expectation of ads on linear as part of the viewing experience led to a higher acceptance than on other platforms.

FAST ads also won out in terms of positive responses such as trust and enjoyment. Half of those surveyed considered ads on FAST platforms to be trustworthy, while a similar proportion said they thought those ads were exciting (49%) and enjoyable (46%). 

Linear ads were also felt to be trustworthy, according to 46% of respondents, but the study found complaints of linear ads being too long and repetitive, and there were too many of them in an ad break.

Ads of engagement

FAST ads were marginally more likely than BVOD and linear to be watched in full - those only 22% said they would be more likely to watch a FAST TV ad until the end. FAST viewers were also more likely to engage with ads (48%) than BVOD (45%) or linear (43%) consumers. 

Alex Hole, Vice President of Samsung Ads Europe, said: “It’s valuable for advertisers to understand the variances across platforms so that ads can be delivered to the most appropriate audiences in the right moments. Relevancy scored highly as a driver behind ad acceptance, which reinforces that a data-driven approach to advertising will ensure that brands reach the right audience with the most relevant message.”