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 | March 30, 2023
InMobi, a leading provider of content, monetization and marketing technologies that help businesses fuel growth, released a Publisher Insights Study to better understand publishers’ priorities in the ever-evolving landscape with 65% of respondents saying their key focus area for 2023 is identity resolution and contextual targeting.
With Apple’s AppTrackingTransparency (ATT) in place and Google’s Android Privacy Sandbox on the horizon, the need for a ‘single view’ of the customer is paramount for publishers and advertisers alike. Publishers are seeking identity resolution functionalities to create targetable profiles that they can monetize. Publishers also prefer contextual targeting over behavioural targeting to offer advertisers relevant audiences without relying on an identifier.
Closely tied to identity, audience insights and data enrichment are also key focus areas for publishers with more than 75% of respondents rating them their highest priority. As publishers now have greater control over first-party data, they are keen to monetize their audiences and unlock new audience segments by enriching their first-party data with the scale of third-party data to create a larger potential pool.
Publishers also plan to prioritize user acquisition, cross-app promotions as well as new and unique formats in 2023, with over 50% of respondents rating those as their top focus areas. Unique ad formats include native ads and app-open ads (launched by Google).
“Beyond ad monetization, publishers are looking for features to help them understand and unlock the potential of their user data in a privacy-first universe,” says Todd Rose, Senior Vice President of Addressability Solutions at InMobi. “This will help them better navigate the ever-changing ad tech and consumer privacy landscape.”
InMobi is a leading provider of marketing and monetization technologies. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. InMobi’s mission is to power its customers’ growth by helping them engage their audiences and build meaningful connections. Its affiliated businesses – Glance, an unconsolidated subsidiary that offers a lock screen-based content discovery platform, and video platform Roposo – help InMobi create new content and commerce experiences in a world of connected devices. InMobi is headquartered in Singapore, maintains a large presence in San Francisco and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London and Dubai. To learn more, visit inmobi.com.
GlobeNewswire | April 17, 2023
Magnite, the world’s largest independent sell-side advertising company, today announced the launch of ClearLine, a self-service solution that provides agencies direct access to buy premium video inventory on the company’s platforms. Built on Magnite’s proven technologies in deal-driven video, ClearLine significantly increases spend going towards working media, makes it easier for sellers and agencies to securely share data, and helps Magnite publishers generate more revenue and develop new sources of unique demand. Initial launch partners include Camelot, GroupM, and MiQ.
“While DSPs will remain the primary method for agencies to access premium video inventory on our platforms, we’ve heard agencies’ requests for a more direct connection in certain scenarios,” said Sean Buckley, Chief Revenue Officer at Magnite. “ClearLine delivers agencies that additional path into our ecosystem while also benefiting media owners. In the end, both agencies and sellers want options that put more media dollars to work and offer greater flexibility around data enablement and sharing. We're excited to launch with Camelot, GroupM, and MiQ as initial partners, and to get such positive feedback from media owners, who see this as another valuable avenue for driving revenue.”
ClearLine is based on technology Magnite publishers have used for years to manage their traditional direct sold demand through the ad server, extend the monetization of their first-party audiences, and manage inventory sharing through carriage deals with other media owners. Though ClearLine adapts this functionality for agencies, it benefits sellers by providing another way to generate revenue and capture unique demand. Serving sellers remains Magnite’s primary mission.
Magnite is pleased to launch ClearLine with the support of agencies and sellers:
“GroupM has long been a driver of supply path optimization, to maximize the working media and reduce supply chain costs,” said Andrew Meaden, Global Head of Investment at GroupM. “We partnered closely with Magnite to launch our GroupM Premium Marketplace (GPM) and now, with ClearLine we can activate GPM’s capabilities faster and further, allowing our clients to spend more on media and messaging and less on fees and technology costs. This is the next step to accessing guaranteed quality video supply at scale without the need for a DSP across certain kinds of inventory transactions or unnecessary hops between the buyer and publisher.”
“Getting closer to the supply side is a major component of Camelot's Advanced TV strategy and the benefits from ClearLine have been immediate,” said Mike Treon, Programmatic Strategy Lead at Camelot Strategic Marketing & Media. “Buying directly from our publisher partners within their tech stack has been extremely effective in augmenting and scaling our content-focused strategy while also creating large tech tax efficiencies. We are impressed with ClearLine’s UI, speed to insights, scale, and the granularity of buying data available to our teams.”
“Magnite is consistently at the forefront of innovation for the supply side. At LG Ad Solutions we welcome the debut of ClearLine to market as a way to bring publishers even closer to advertisers, particularly with the use of LG Ad Solutions' unique ACR data,” said Serge Matta, Head of Commercial at LG Ad Solutions. “ClearLine shines new light on the ways we can reduce complexity and improve advertising outcomes in the connected video world.”
“We see incredible value in being closer to the demand within the Magnite ecosystem, and ClearLine allows us to provide unique opportunities and measurable outcomes for advertisers, but it also helps us drive better consumer experiences,” said Travis Hockersmith, Group Vice President, Platform+ at VIZIO.
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world's leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.