MAGNITE RESEARCH IN JAPAN HIGHLIGHTS STREAMING TV’S ABILITY TO BOOST AD RECALL, BUILD TRUST, AND INCREASE PURCHASE INTENT

Study explores the impact of advertising within premium streaming content 

Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today unveiled its latest research study, “Why Streaming TV Is a Must-Buy.” The research sheds light on the impact of advertising within premium streaming content in Japan, revealing that ads in this environment drive stronger ad recall, foster greater trust, and increase purchase intent.

“Fueled in part by the increasing adoption of smart TVs, streaming TV viewership is steadily growing in Japan and is set to reach an impressive 85 million viewers by 2029,” said Ken Harada, Managing Director, Japan at Magnite. “Our latest research shows that advertising in premium streaming content delivers more favorable outcomes than other digital video formats. With 80% of streaming TV viewers in Japan opting for ad-supported content, advertisers who prioritize incorporating streaming within their media plans have a unique opportunity to connect with highly engaged audiences in a trusted, premium environment.”

Key findings from Magnite’s study include:

• Ads on streaming TV are more memorable and influence purchase behaviors. Streaming TV boasts higher rates of ad recall compared to video-sharing platforms (VSPs), generating a 10% higher rate of unaided recall when the ad is shown more than once. This impacts purchasing decisions, with 32% of streaming TV viewers agreeing they often purchase a product after seeing an ad.
• The premium nature of streaming TV content positively impacts brand outcomes. Premium content can be defined as high-quality, long-form programming produced by a TV, movie studio or production company. Those surveyed indicated that 100% of the content they watch on streaming TV is premium, while nearly all (92%) VSP viewers spend the majority of their time watching non-premium content. This consumption of premium content encourages focused, intentional viewing and creates a highly engaged audience, 77% of whom pay attention to the ads they see in this setting.
• Streaming TV’s premium environment fosters credibility and trust, helping brands win over consumers. Nearly all of those surveyed (91%) feel ads on streaming TV platforms elevate a brand’s credibility, and 63% say that they trust the brands they see on streaming TV. This combination of credibility and trust positively influences consumers’ likelihood to make future purchases. 

To explore additional insights, please click here. 

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Methodology

Magnite partnered with MediaScience, a global leader in media research and measurement. The study consisted of audience testing in a simulated viewing experience, where participants added Streaming TV and Video Sharing Platform (VSP) apps to their personal devices. Each participant watched content (TV shows and videos) and was exposed to ads appearing in naturally occurring ad breaks or as pre-roll. The panel was immediately surveyed after the viewing session to capture attitudinal responses. This two-factor research design provides a multidimensional view of Streaming TV and VSP viewers and points to differences between post-exposure behaviors and their effects on advertiser outcomes.

About Magnite

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.

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This post was written by Magnite