- What devices do European viewers own and use?
- What does the viewing experience look like in Europe today?
- How does TV fit in with other home-based activities?
- How do European viewers react to advertisements?
Connected TV in Europe
2022 Research Report
Understand media consumption habits across Europe and how to better reach today’s viewers
smartclip and RTL AdConnect partnered to commission an in-depth research — across 10 European countries with more than 8,500 research participants — in order to understand the impact the pandemic has had on media consumption behaviours, particularly in regards to the ‘big screen’ in the living room. Welcome to “The New Life of the Living Room”, essential reading for anyone looking to reach today’s TV viewers.
Download now
“We learned that a large proportion of surveyed users found TV ads to be repetitive and unrelated to personal interests. Knowing this, advertisers can leverage advanced targeting features such as frequency capping and ad sequencing, which gives advertisers complete control over the number of times a viewer sees an ad and the order in which different ad creatives are delivered — down to a device level. The combination of data and tech is key here in giving advertisers the ability to ensure not only that the right ad gets in front of the right viewer at the right time — but also the right amount of times.”
Shira Leffel
Executive Director Europe Marketing & Product Education at smartclip
“The top viewing moments in the living room are for relaxation, family togetherness and companionship – to have something on in the background as people get on with their lives. Knowing these moods and mindsets means that advertisers can use our research to better target and design content that will cause less friction for viewers throughout the day. During family time, longer format conversation starters are key, for relaxation a smoothly integrated item is better and when people are distracted and using their TV as a companion, short, eye-catching work is likely to be more successful.”
Jean-Baptiste Moggio
Head of Marketing at RTL AdConnect
What questions are answered in the report?
Download our complimentary research report today
Submit your email to receive the latest insights on media consumption habits in Europe.
Download nowPublisher Contact
If you are a publisher or broadcaster seeking additional information, or a printed version of the research findings, please contact smartclip Europe via newpartnerships@smartclip.tv
Advertiser Contact
If you are an advertiser seeking additional information, or a printed version of the research findings, please contact RTL AdConnect via hello@rtladconnect.com