New Forecast from Matrix Solutions Reveals Americans Aren’t Excited About Video Content from the Majority of Companies Presenting at NewFronts
PITTSBURGH, PENN.—April 24, 2018— Ahead of the Interactive Advertising Bureau’s Digital NewFronts, the premiere event to showcase the latest in original digital video programming, research reveals that more than half (57%) of Americans who have watched original digital content in the last year are most excited for content from YouTube, trailed by Hulu, which garnered excitement around its original video content from nearly a third (32%) of Americans. In contrast, the company that fewest respondents are excited about is magazine publisher Conde Nast (2%).
The findings are according to the 2018 Digital NewFronts Sentiment Forecast from Matrix Solutions, the only global ad sales platform built for media, which commissioned YouGov to poll the views of a representative sample of 1,319 American adults online.
Each company presenting at Digital NewFronts 2018 that netted excitement from less than 20 percent of Americans who have watched original digital content in the last year include:
“Legacy media brands, like the New York Times, don’t suffer in terms of brand recognition for their reporting, but, as suggested by our data, they are experiencing a lack of awareness around their original digital video content,” said Mark Gorman, CEO at Matrix Solutions. “The ‘pivot to video’ for publishers is still in its early stages and, as such, it may take a while for consumers to begin associating original video content with the Times and the BBC in the same way they do with YouTube and Hulu. Traditional and lesser known media companies might want to consider rethinking their approach to video and how they promote it. If it begins resonating more with everyday people, brands and advertisers are more likely going to want to be a part of it.”
Americans Averse to Digital Video Ads, Concerned Over Ad Targeting
Further building upon the challenge facing media companies heading into Digital NewFronts 2018, research revealed that more than half (52%) of Americans who have watched original digital content in the last year do not enjoy any forms of online advertising —period. More alarming, out of the ad formats that respondents did prefer, a mere six percent named digital video ads as their preferred format. Rather, respondents preferred other formats:
For the ads Americans are being served, regardless of format, they aren’t perceived as tailored to the viewers. A whopping 76 percent respondents believe that they don’t experience tailored digital video ads in all cases – 51 percent think digital video ads are sometimes tailored to them and one quarter (25%) do not think digital video ads are ever tailored to them.
Americans Adjusting to Emerging Technology for Advertising
With video content creation becoming even more sophisticated, including more efforts toward AR and VR content, digital video advertising opportunities are increasing as well. And, good news for media companies already experimenting with AR/VR content like USA TODAY NETWORK, New York Times and CNN—American attitudes are becoming increasingly more positive toward ads living in either a virtual or augmented reality environment:
Methodology
Matrix Solutions commissioned YouGov PLC — a third party, professional research and consulting organization — to poll the views of 1,319 adults. Fieldwork was undertaken between March 21-22, 2018. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).
Note: At the time of fielding, survey included Jukin Media as one of the presenters measured. Jukin Media has since pulled out of the conference
Click here to view the full report.
About Matrix Solutions
Matrix Solutions makes media happen by helping media companies to better monetize their content. Its flagship product, Monarch, is the only global ad sales platform built for media – transforming chaotic data into actionable sales information that delivers the insights necessary for prospecting, managing, evaluating and closing business.
The company manages more than $13 billion in media ad revenue, offering its best-in-class analytics, sales intelligence, media-specific CRM and sales tools to more than 10,000 media sellers to more efficiently manage their workflow.
For more information, please visit matrixformedia.com.