Jun 13, 2022 11:04:00

It is reported that 17% of the advertisements displayed on streaming devices are played 'when the TV is turned off' and waste more than 130 billion yen a year.

GroupM, a subsidiary of

WPP , the world's largest advertising agency group, said that 17% of ads displayed on TVs via streaming devices such as streaming boxes, dongles, sticks and game consoles were 'TV powered.' I reported that it was being played when it wasn't in. It is said that more than $ 1 billion (about 130 billion yen) is spent annually on this unseen advertisement.

Some Ads Play on Streaming Services Even When the TV Is Off, Study Finds --WSJ
https://www.wsj.com/articles/some-ads-play-on-streaming-services-even-when-the-tv-is-off-study-finds-11655042401

Unlike traditional TVs, streaming can be played on platforms other than TVs, such as PCs, tablets and smartphones. There are also external streaming devices that allow you to watch streaming services on traditional TVs, and smart TVs that have pre-installed apps to access the streaming services.

According to Parks Associates, an IoT-related market research company, 41% of American households using broadband connections own streaming players and 38% own streaming playable game consoles and stream them on TV. He said he was watching the service.

According to GroupM, even if the TV is turned off, there are many cases where the streaming device connected to the TV via the HDMI port does not receive a signal that the TV is turned off. Therefore, unless the user closes or pauses the streaming app they were watching before turning off the TV, the streaming device will continue to play the show and ads, even if they are not on the TV.

According to GroupM, approximately 17% of ads displayed on streaming devices, and 8% to 10% of all ads displayed on streaming services, are played when the TV is turned off. that's right.

Market research firm Insider Intelligence estimates that the US Internet TV advertising market is growing exponentially, from $ 2.6 billion in 2017 to 189 in 2022. It is expected to grow to 100 million dollars (about 2.6 trillion yen). From this, The Wall Street Journal estimates that $ 1.5 billion to $ 1.9 billion will be spent on ads that no one sees.

Kirk McDonald, CEO of GroupM USA, said, 'The explosive popularity of streaming is full of opportunities, but the gap is so that all means of ad delivery can be validated as all technological advances. It's our job to fill in. '

Amazon, which releases

Amazon Prime Video for streaming services and Amazon Fire TV for streaming devices, told Wall Street Journal that 'We are obsessed with gaining and maintaining customer trust. This includes advertising customers. We are working to prevent this from happening on Fire TV and have contacted GroupM to better understand our research. ' I commented. The Wall Street Journal also asked Apple, the provider of Apple TV , for comment, but said they didn't get a response.

In addition, iSpot, an ad measurement company, announced that it plans to provide advertisers with 'a new service that allows you to check whether ads are running on a TV that is turned on.' In addition, the Wall Street Journal reports that digital advertising industry groups will also develop technologies to detect when a TV is off, such as a 'sensor that recognizes that the TV has not been operated for a certain period of time.' rice field.