Business Wire | April 24, 2023
LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, today released the findings of a new study that found that gamers are more likely to watch free, ad-supported streaming (FAST) than all CTV owners, with nearly two-thirds of gamers spending at least two hours a week streaming via FASTs.
Additionally, gamers subscribe to the most subscription streaming services, at a higher rate than CTV owners, over-indexing on Discovery+, Apple TV+, Peacock and Paramount+. In terms of how they consume the content, only about 23% stream through their gaming console while the majority (55%) stream through their smart TV apps.
LG Ad Solutions surveyed more than 700 consumers who owned a connected TV and played console games in March 2023 to explore trends and behaviors related to CTV consumption among U.S. gamers. The study, titled “The Connected Gamer,” also found:
The LG Gamer can be easily reached via the TV screen: 78% of LG TV users play video games once a week with 1 in 5 playing every day. 93% of LG Gamers use FAST apps, with 67% actually preferring them. 49% of LG gamers learn about new games via TV/streaming.
Women in gaming: Of women who play video games on any connected TV or device, 1 in 5 play every day, with 67% spending 4+ hours gaming per week. In terms of streaming habits, 61% of female gamers prefer streaming free video content with ads, and 45% pay more attention to ads while streaming compared to ads on cable/satellite TV. When it comes to discovering new games, 39% of female gamers find them through TV/streaming.
New game discovery: Almost half (42%) of gamers cite streaming ads as a way they discover new games.
The majority of CTV owners play video games: 68% of connected TV owners play video games, with 71% playing on mobile devices and 64% using consoles. 25% play on a daily basis, with the average gaming session lasting between 30 minutes and two hours. On average, 30% of gamers play 4-7 hours per week.
The second screen opportunity: Gamers are more likely to multitask while watching TV than the average CTV owner, with 53% playing games and 50% shopping while streaming.
Gaming is a social activity: 40% of gamers with children play with their kids 1 to 3 times a week and 2 in 5 of all gamers frequently or always play via local co-op on the same console in the same room.
Gamers require personalization and relevancy: 80% of gamers prefer seeing ads relevant to their interests, compared to 73% of all CTV users. Similarly, they are more likely to prefer seeing ads that are relevant to the streaming content they are watching (76%) than the average CTV user (63%).
Gaming goes beyond young adulthood: The generations with the largest percentage of console gamers are 30-44 (79%), followed by 18-29 (74%) and 45-60 (63%). Older generations also enjoy gaming as 32% of those 60+ play console games.
“Gaming is now a cultural mainstay of consumers, and our latest data shows that CTV is a must-have channel for advertisers looking to reach this large, diverse, and highly engaged audience,” said Tony Marlow, CMO of LG Ad Solutions. "Consumers of all ages spend a significant amount of time with video games on a daily basis, and over index on ad-supported streaming. Gamers have a high propensity to buy, and are keenly aware of relevant streaming ads, so brands have an opportunity to create meaningful connections with precise targeting and creative strategies when connecting with this audience.”
For more information on LG Ad Solutions and to download the full study, visit: https://lgads.tv/resource/connected-gamer
About LG Ad Solutions
LG Ad Solutions is a global leader in connected TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented streaming TV landscape. We bring together LG’s years of experience in delivering world-class smart TVs to consumers worldwide with big TV audience data and Video AI designed to connect brands with audiences across all screens.
Business Wire | April 03, 2023
LTK, the global creator marketing platform, today launched social media advertising for brands to further leverage LTK Creator content to drive business outcomes. The new LTK Boost™ advertising solution allows brands to amplify creator collaboration content directly from the creator’s social media handles – leading to higher engagement and conversion.
Brand investment in LTK Creators continued to increase last year with brand campaigns growing nearly 50% in the second half of the year. In a recent study, LTK found that Gen Z and Millennials rank influencer content over brand and even user-generated content when making a purchase decision. With LTK Boost, LTK can now run social media ads directly from creator profiles on behalf of brands -which creates a more authentic message, reduces the cost of content production and drives higher engagement and conversion versus traditional social media advertising.
In an initial offering, LTK worked with several brands across multiple categories to run LTK Boost ads from creator profiles, which led to an increase in traffic to the brands’ sites, as well as a significant lift in sales with some brands seeing nearly 4X sales growth. All brand results outpaced social media ad industry click through averages by 80%. In addition, creators that participated in the trial saw significant impact with increases in audience reach, outsized gains in new followers and incremental sales and commissions for each creator. Participating creators saw nearly 200K new audience views per post and reached a near 30% increase in retail sales.
“Creators are undoubtedly having an impact on consumer shopping behaviors. 92% of Gen Z – a group that will make up the largest consumer segment in a few years - rely on creators to inform their purchases across virtually every category. And, creators are the number one most trusted source to help with purchase decisions for Gen Z and Millennials – beating social media ads and celebrities. That’s why we continue to introduce solutions like LTK Media Boosting to help brands to fully harness the power of creators and reach their customers efficiently and effectively,” said Kristi O’Brien, General Manager of the LTK Brand Platform.
LTK Boost is available now in the LTK Brand Platform. For more information, please visit https://company.shopltk.com/en/brands.
As the founder of creator guided shopping, LTK is the trusted and effective platform for creators and their businesses by powering the connection between content and commerce. Founded in 2011 by Amber and Baxter Box, the LTK mission is to empower creators to be as economically successful as possible. World premium lifestyle creators in 150+ countries drive more than $3.6 billion in annual retail sales through their LTK Creator Shop profiles. Today, more than 18 million consumers turn to LTK Creator Shops in the LTK shopping platform each month to find inspiration and instantly shop the styles recommended by their favorite creators. And, more than 6,000 brands partner with LTK to gain access to its global creator network for content that converts against performance-driven, cross-channel KPIs. A three-time honoree on Fast Company’s list of Most Innovative Retail Companies, LTK is headquartered in Dallas, TX and currently operates on five continents. To download the LTK shopping app, search for LTK in the App Store or Google Play.
For the latest shopping trends and updates from LTK, follow Shop.LTK on Instagram and TikTok.
Business Wire | March 29, 2023
CitrusAd and sponsorcart.io partner to deliver on-site shoppable video ad technology to retail media networks in the U.S. and abroad. The CitrusAd and Sponsorcart partnership simplifies video campaign activation, and retail monetization, making it easier than ever for brand advertisers across the globe to activate shoppable video campaigns on retail media networks. Brands can implement, manage and scale video ad creative alongside, add-to-cart functionality for corresponding SKUs that enables closed-loop, transparent measurement of return-on-ad-spend (ROAS). The new, innovative video ad formats will drive high-impact engagement for brands and fetch greater CPM in the retailer’s revenue stream.
“CitrusAd is excited to scale these dynamic and innovative video ad formats. Brands will be able to easily align commercial video assets with SKUs directly within the path-to-purchase in a shopper-relevant manner. These enhanced shopper experiences deliver tremendous storytelling power and an attractive way for retailers to expand their media offering,” said Adam Skinner, Managing Director, Retail Media Networks, CitrusAd.
“Our goal was to make it easy for video to play a larger role in retail media. We are delighted to tie our video ad platform to CitrusAd to make shoppable video ad campaigns dynamically populate in a native and personalized manner with lightning-fast load times,” said Stephen Caffrey, CEO and co-founder of Sponsorcart.
Advertisers spend $50BN per year in video ad spend as 66% of customers prefer video when learning about a new product. Retailers can improve customer experiences while earning up to five times CPM when adding video to advertising campaigns.
Both companies will be at ShopTalk in LasVegas this week to provide further insight on the benefits of shoppable video.
Sponsorcart.io is an onsite, end-to-end, shoppable video platform built for Retail Media Networks (RMNs). The platform makes it simple to launch and manage high-impact, unique video ad formats. Add-to-cart functionality provides closed-loop analytics for transparent and measurable ROI. Sponsorcart’s shopper centric, video solution appears natively along the path-to-purchase with dynamic SKU optimization led by privacy protected, first-party retailer data for personalized relevancy at scale.
CitrusAd is a leading retail media company and part of Epsilon, a global advertising and marketing technology company. The CitrusAd, powered by Epsilon platform, sits at the center of Publicis Groupe’s comprehensive, scalable retail media network offering. By harnessing the power of first-party data and industry-leading identity resolution, the unified, self-serve platform delivers shopper-relevant advertising experiences on commerce websites and across the open web resulting in higher conversions. Leading retailers across the globe rely on CitrusAd to help grow retail media as a core function for incremental media revenue and sales volume that delivers great ROI for brands. For more information, visit citrusad.com.