Major New Study Reveals Key Trends in CTV Ad Engagement in Europe

ShowHeroes Group, a global leader in contextual online video and CTV advertising, and KINESSO, a technology-driven performance marketing agency, have released a sequel to ShowHeroes’ acclaimed scientific study of audience behaviour when watching CTV advertising.

The study, titled "Why CTV Reigns Supreme in the Attention Economy: Part 2," is a follow-up to ShowHeroes’ acclaimed 2022 research and offers fresh insights into CTV's dominance in the TV space. With 1,000 participants surveyed across six key European markets - Germany, the UK, France, Netherlands, Belgium, Spain - the research combines detailed surveys and cutting-edge eye-tracking technology to explore how viewers engage with CTV advertisements.

"CTV advertising is a rapidly expanding market that demands constant innovation. Innovation demands understanding," says Sarah Lewis, global director CTV at ShowHeroes Group. "Our new study shines a stronger light than ever on user attitudes and behaviour to help all of us in the industry deliver CTV advertising people want to see and respond to."

The research was divided into two key parts: in the first, users across all six aforementioned markets were surveyed to understand their attitudes and viewing behaviour toward CTV and CTV advertisements. In the second, the same respondents were asked to watch a video and had their behaviour recorded by eye-tracking software.

The study uncovered valuable findings, including the fact that enhanced CTV ads with on-screen animations are popular with viewers, and CTV was the most popular OTT screen among respondents.

Key Findings: 

-       CTV viewership soars: 86% of viewers are now watching CTV, which represents a 6% increase from 2022

-       Youth drive CTV growth: Younger audiences lead the charge in the switch to CTV with markets like Spain and the UK dominating 

-       Content preferences differ: Content is key as Connected TV and Linear TV audiences are engaging with distinct types of content highlighting the importance of tailored ad strategies

"CTV usage and advertising are growing fast, which is why learning more about this medium is so relevant," said Stefan Bliekendaal, head of data tech & insights at KINESSO. "We were excited when ShowHeroes asked us to come on board for this essential follow-up research and I’m sure the findings will be valuable for the whole industry."

"CTV is a leading topic in digital advertising for a reason: it’s popular and extremely effective. We’re proud to be at the forefront of CTV research and innovation," said Ilhan Zengin, CEO at ShowHeroes Group. "Our 2022 study was ambitious and set a bold precedent, pushing the boundaries of what we understood about CTV, and hugely rewarding for us and much of the industry. Since then, CTV has not just grown, it has transformed, making it essential to revisit and deepen our insights. This latest research not only reaffirms our commitment to leading in CTV innovation but also paves the way for the next wave of advancements, both within ShowHeroes and across the entire industry."