Want to get audiences talking about your brand? New research from the Interactive Advertising Bureau (IAB) found that you should ensure your ad strategy includes over-the-top (OTT) devices and airs during programs people watch together.
People are not only more likely to talk about the products or brands they see, they're also 10 percent more likely to change their minds about the products they see when co-viewing on an OTT device rather than linear TV, according to the recent report.
OTT Co-Viewing Is a Powerful Trend
So why does co-viewing (particularly with OTT devices) yield such great results? The IAB noted that this activity is more common "among younger viewers, and with strong brand engagement." Given that a Media Math study concluded that 64 percent of millennials reported being brand loyal — or more brand loyal than their parents — it's no surprise that these younger audiences are more engaged with OTT ads.