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In recent years, advancements in consumer technology and shifts in media consumption have significantly altered advertising strategies and product launches for publishers and CTV platforms. Beyond major developments such as the introduction of ad-supported tiers, improved measurement and attribution, and the growth of programmatic buying in CTV, advertisers are increasingly focused on capturing viewer attention—they want to ensure their ads are being seen. With TV viewers more distracted than ever and most streaming services now incorporating or mandating ads, it's vital to determine if audiences are actually engaging with them.
To gain a better understanding, ClearPier utilized AppsFlyer data to investigate how various generations and genders engage with live and streaming television, respond to advertisements in these formats, and what purchasing behaviors they exhibit as a consequence of these ads.
In early summer 2024, AppsFlyer and TEAM LEWIS conducted a survey of 1,000 US adults, ensuring a balanced representation by age and gender. The survey sought to understand consumer engagement with live and streaming TV, how mobile phone usage influenced their viewing habits, and what actions they took on their phones during or after watching TV ads. As advertisers adapt to these changes, the survey reveals key consumer preferences and behaviors that are shaping the future of advertising across various channels.
The encouraging news is that more individuals are viewing ads instead of bypassing them. This makes creating ad content that resonates with consumers not just beneficial but essential. Nevertheless, many still choose to skip or mute the ads.
The research indicates that when consumers view your ad, they frequently visit your website, explore your brand and products through research, and often download the company’s app. Add an attractive offer, and their interest soars.
Compelling content opens the door; smart incentives and a fair value proposition welcome them in. It's about transforming casual browsers into inquisitive researchers, and ideally, into customers. So, we know people are watching the ads. Now, what are they doing after they see the ad?
Audiences are seeking more seamless and integrated ad experiences across apps, games, and live-streaming platforms. Therefore, advertisers need to enhance their platforms to be more mobile-friendly and incorporate interactive or direct engagement strategies to attract younger consumers like Gen Z and Millennials. These groups, known for multitasking with digital content, are interacting with brands in more diverse ways after seeing advertisements compared to other generations—both on mobile and other devices.
However, consumers still tend to complete their purchases on the company’s websites, whether on mobile or desktop. This presents a significant opportunity for brands to improve the mobile purchasing experience and capitalize on real-time interactions during live events.
The study revealed some unexpected findings regarding demographics, both in terms of gender and generation. Gen Z stands out as the most mobile-centric generation, with Millennials closely following. Both generations show a strong inclination towards mobile and interactive marketing, actively engaging with ads in apps and during mobile gaming. They frequently use QR codes to explore brands further or download apps immediately. Ads that capture attention and encourage interaction are particularly effective.
As mobile devices continue to dominate media consumption, advertising strategies need to shift towards creating engaging, mobile-optimized content that aligns with the habits of younger audiences. This change is crucial for reaching the dynamic and digitally savvy Gen Z market.
Regarding Gen Z's shopping behaviors, an impressive 78% of them click the “buy now” button after seeing an ad in non-gaming apps, compared to just 49% of older generations. This trend continues with in-game ads, where 79% of Gen Z make purchases, compared to 32% of Gen X and Baby Boomers.
Moreover, nearly half of Gen Z (47%) make purchases on their phones after viewing an ad, whether within apps or on mobile browsers, in stark contrast to 28% of older generations. If an ad encourages app downloads, Gen Z engagement more than doubles that of older individuals, with 19% clicking “install” compared to 9% of Gen X and Baby Boomers.
In many respects, the findings confirmed existing beliefs for numerous individuals. Younger generations, especially Gen Z and likely Gen Alpha following them, are spending a significant amount of time on their phones—even during captivating events like live sports. This is crucial for advertisers and brands to consider when trying to engage their audience.
Advertisers should continue to embrace an omnichannel marketing strategy to maintain brand awareness through TV/CTV ads, complemented by performance-driven mobile ads that can boost conversions. Ultimately, capturing consumers' attention is becoming increasingly challenging, and with data indicating their frequent phone usage, finding ways to prompt action is more critical than ever.
