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Streaming Ads Continue streaming, even when TVs are off

Streaming Ads Continue streaming, even when TVs are off

Image for the article titled Does your TV still play ads when it is turned off?

Photo: Sean Gallup (Getty pictures)

As aspiring power services rage expose multiple viewers to ads, advertisers see that some pretty expensive hiccups are starting to happen. Example: On Monday, GroupM – one of the largest ad buying brands around – published a new study that found that around $ 1 billion in streaming ads are played each year after people have already turned off their TVs.

To get these numbers, the company spent six months buying streaming ads across 20 million Vizio TVs using iSpotTV, a TV-facing adtech provider. Some of these TVs were your average smart device price, while others were connected to external power hardware – from boxes and dongles to sticks and consoles. The results, first reported by The Wall Street Journal, was pretty bleak: about 17% of all ads on these streaming devices were played after the TV was already turned off.

17% may not sound Like a lot, but it’s worth remembering the huge amounts of advertisers pouring into these channels every day.

A recent studyFor example, it is estimated that advertisers spent about $ 1.3 billion in 2021 to reach viewers across ad-supported services such as Hulu and Peacock, about 3% of total digital ad spending and growing. The number is likely to grow as Disney + and Netflix debuts ad-supported versions of their products. Another study from the insiders of the advertising industry found that big brands like Hersheys and Coca-Cola lost $ 4 billion alone in the first 4 months of this year; some analysts estimate These numbers could rise to nearly $ 63 billion in total by the end of the year.

So while GroupM told the Journal that between $ 1.5 billion and $ 1.9 billion in ads are expected to be shown to viewers who cannot see them, “there is a good chance that this is a fairly conservative estimate.

According to GroupM, the reason these ads keep playing is because TV viewers using a streaming device usually turn off their TVs instead of taking the time to close the apps first (a practice I personally owe) . However, when these kits are tilted, research shows that they do not always send the correct signal to the power units connected to their ports, which means that the power services will only continue. It continues to play your show and any associated ads until the viewer exits its streaming app, and it does not matter if the device is on or not.

Because this is a problem with TVs and devices that communicate incorrectly, smart TVs where the apps are preloaded on the device are far less likely to continue running after their home device is turned off. That said, it’s still happening – GroupM says they found “between 8% and 10%” of all ads running on these smart devices after they were turned off.

Despite pouring more and more money each year into streaming and connected services, advertisers in the area have done so known for years that clutter with consoles and dongles makes it quite difficult to track where their money ends up. Individual companies have come up with their own piecemeal solutions to the problem, but this new study proves that at least when tens of billions of dollars are on the line, some proprietary technology here and there may not be enough.

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