CTV is Opening the Door for Brands to Connect with Black Americans in More Personalized Ways
14 Agosto 2024 - 8:00AM
Business Wire
LG Ad Solutions, a leader in CTV and cross-screen advertising,
today released a report titled “The Inclusive Screen: Black
Americans,” based on a survey of nearly 1,500 Black and African
American CTV users, the report found that CTV (Connected TV) is a
pivotal environment for advertisers to connect with Black Americans
in personalized and impactful ways.
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The study reveals that Black CTV users are more likely to take
action after seeing an ad, with nearly half visiting a website, 29%
purchasing a product and 24% visiting a store.
Black American consumers’ collective economic power is projected
to expand dramatically, from about $910 billion in consumption in
2019 to $1.7 trillion by 2030, according to a report by McKinsey.
This substantial buying power highlights the importance of
recognizing and engaging with Black consumers in advertising and
marketing strategies. Brands that effectively connect with this
demographic can tap into a highly influential market, driving
business growth and fostering brand loyalty.
“As the US continues to become more multicultural, now is the
time for marketers to be intentionally inclusive with their
advertising strategies. With CTV’s advanced targeting capabilities,
brands have the opportunity to market to diverse groups with
messages that are authentic and relevant. Our research shows that
relevance is key for driving consumer action,” said Monica
Longoria, Head of Marketing Insights, LG Ad Solutions.
The study underscores the significance of the TV Home Screen as
the leading source for content recommendations, with 44% of Black
American viewers preferring it. This is followed closely by app
homepages (41%), recommendations from friends and family (37%), and
social media (33%). These insights emphasize the unique
opportunities within CTV for brands to engage authentically with
Black audiences.
The report also found:
- More Relevant Ads in Streaming TV: 63% of Black CTV
users find streaming TV ads to be more relevant than traditional TV
ads, which is 30% higher than the total population. This further
highlights the advantage for advertisers who invest in building
inclusive advertising campaigns.
- A Strong Preference FAST Channels: 68% of Black CTV
users prefer streaming free video content with ads and 65% watch
over 2+ hours of FAST content per week, this is 21% higher than the
average CTV viewer.
- Subscription App Cycling Remains: At an even higher rate
than the average CTV user, the majority of Black CTV users (77%)
are likely to sign up for a subscription service and cancel after
watching specific content.
For more information on LG Ad Solutions and to download the full
study, click
https://lgads.tv/resource/inclusive-screen-black-americans/.
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.
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version on businesswire.com: https://www.businesswire.com/news/home/20240814342526/en/
Press Sara Serbanoiu sserbanoiu@daddibrand.com