KPMG Claim Advertiser Online Shift
A report from consultancy firm KPMG (commissioned by YouGov) has revealed levels of ‘market awareness’ of UK online TV services, and has suggested that advertisers could be better served by relocating their adverts to the streaming world as opposed to traditional TV.
The headline of the study appears to be that the BBC, who do not sell advertising, offer the service (BBC iPlayer) that the people surveyed were most aware of (at a rate of 90% of respondents having heard of the service), while most popular streaming services that advertisers could use as an alternative broadcasting medium including ITV Player (79%), LoveFilm, Sky Player (53%), and 4oD (51%), amongst the next best-known options.
However, knowing and using services are two different things, with only 69% of people questioned admitting to using the iPlayer, with figures of 36% and 30% for ITV and Channel 4′s respective free-to-air options.
The survey adds that subscription services such as LoveFilm, Sky Player, and Netflix are growing in stature, as a recorded 64% (movies) and 27% (TV series) of people surveyed claimed that they would be willing to spend in order to watch premium online content under the respective categories.
KPMG head of media David Elms said of what the results mean, as well as potential future setbacks: “The foundations for online streaming services to be successful appear to be set. Not only is awareness and usage of streaming high, but willingness to pay for content has increased too. By the end of 2012, everyone in the UK will have digital terrestrial TV, with the choice of between 20 and 30 channels. That’s a lot of free TV. It is possible that the majority of TV households don’t actually need anything more.”
Other statistics found from the survey focused on smartphones, with the ‘KPMG Media & Entertainment Barometer’ discovering that 44% of respondents have a smartphone as their main phone used (a figure up 36% from six months previously), while high numbers of smartphone owners (78% & 67%) use their devices for online browsing & social media applications, figures which have lead KPMG to also suggest that mobile ads could be a way for marketers to get ahead. While it is a well-known fact that these markets are developing for advertisers, just how far will it go?
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[...] KPMG Claim Advertiser Online Shift [...]