CTV Ads Succeed: 70% of Asian Americans Find Streaming Ads More Relevant Than Traditional TV Ads

LG Ad Solutions, a leader in CTV and cross-screen advertising, released a report titled “The Inclusive Screen: Asian Americans,” highlighting the efficacy of streaming ads in providing relevant viewer experiences. This study is the third of a three-part series, with Parts I and II focusing on Black Americans and Hispanic Americans, respectively.

“The world around us is more diverse than ever before – and marketers have an opportunity to reach key audiences with thoughtful TV campaign strategies that foster meaningful connections”

The study, which surveyed 1,435 CTV users, found that 70% of Asian Americans feel that streaming TV ads are more relevant than traditional TV ads – 45% higher than the general population. Additionally, 54% stated they pay more attention to ads on streaming TV, 61% higher than the general population.

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“Our Inclusive Screens research series emphasizes the value of campaigns that are tailored to specific audiences. This is especially true for Asian American audiences, with the overwhelming majority stating they prefer seeing ads relevant to their interests and relevant to the content they’re actually watching,” said  at LG Ad Solutions.Monica Longoria, Head of Marketing Insights

Additional findings from the report include:

• The TV Experience Extends Beyond the TV: 96% of Asian CTV users say they multitask, with top activities including social media (55%), messaging (55%), gaming (49%), and shopping (44%).
• Website Visits Win as Top Post-Ad Action: 47% of Asian Americans report visiting a website after seeing an ad, with 42% stating they searched for a product online and 27% confirming they bought an advertised product.
• Free Ad-Supported TV Reigns Supreme: 75% of Asian CTV users prefer streaming free video content with ads instead of paying for a subscription without ads.
• Home Screen Aids Content Discoverability: While most Asian Americans rely on word of mouth for content recommendations (44%), the homepage of an app (42%) and the TV home screen (39%) are also top sources for discovering new content.

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“The world around us is more diverse than ever before – and marketers have an opportunity to reach key audiences with thoughtful TV campaign strategies that foster meaningful connections,” continued Longoria. “As consumer viewership across demographics continues to shift towards ad-supported streaming, our three-part Inclusive Screen Series provides marketers with the insights they need to do just that – all while prioritizing the consumer experience.”