Advertisers Need to Diversify to Get Streamers’ Attention, Study Shows

One of the benefits of streaming over cable is not being locked into contracts. Streamers can pause or cancel services, add a new service to their lineup to watch a new show, and rotate in free streaming services any time. All that change means that advertisers need to adjust if they want to reach their target audience.

A new report titled TV Attention, Deconstructed from Roku and MAGNA Media Trials looks at how audiences interact with and respond to ads on traditional linear TV, paid streaming TV, and free streaming TV. Based on six months of data, the report found that to maximize attention and impact, advertisers should diversify the platforms they’re advertising on and “avoid overly condensed exposures.”