TV Advertising Engagement Study - ad engagement across TV viewing platform types.

Technology has disrupted numerous areas of the advertising industry and the world of television is certainly no exception.

With the rise of Connected TV (CTV), and greater access to advertising across ad-supported streaming platforms, advertisers have benefited from the addressability and data-driven approach of digital, married with the premium experience of TV. Yet, traditional linear TV still holds the lead in the advertising industry and is deemed the holy grail of advertising.

As such, Samsung Ads, with the help of Verve research agency, has surveyed UK TV viewers to look into advertising engagement on ad-supported streaming formats, and how it measures up to linear TV advertising.

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