Observed Signal · Nov 4, 2026 · Research · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Smart TV Users' Ad Acceptance Grows in Streaming
The article reports a study by WPP Media and Samsung Ads showing that 85% of Smart TV users have a positive or neutral attitude towards advertising in free streaming environments. This indicates growing acceptance of ad-supported streaming. The study also found that 30% of users are interested in branded content. The article is largely paywalled, with only the introductory section visible.
The study provides insights into consumer acceptance of ads on streaming platforms, relevant for CTV advertising strategies.
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Key Takeaways & Evidence Grounding
- 85% of Smart TV users have a positive or neutral attitude towards advertising in free streaming environments.
- Study conducted by WPP Media and Samsung Ads.
- 30% of Smart TV users are interested in branded content.
Connected Companies & Entities
1 Entity mapped“WPP Media conducted the study on Smart TV usage and ad acceptance.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Retail Media Investment Rises in Europe, Measurement Still Key Barrier
IAB Europe's third 'Attitudes to Retail Media Report' reveals that while retail media investment in Europe is rising, measurement remains the biggest barrier. The report, which includes MENA insights for the first time, shows 73% of buyers increased retail media spend in the last year, and 71% now partner with retailers for over a year (up from 51% in 2024). However, 61% cite measurement as an obstacle, up from 48% last year, and data availability concerns jumped from 31% to 58%. A 'measurement gap' persists: buyers want unified online/offline reporting (68% demand, only 40% offered), while sellers more often provide campaign metrics like reach and frequency. Sellers are prioritizing measurement development (63%) and AI adoption (68%), with half planning to build for product visibility in AI assistants like ChatGPT within 12 months. Only 12% of buyers consider their strategies fully sophisticated, underscoring the need for standardized measurement and certification.
WPP Media pilots ChatGPT Ads with Colgate, Ford, Henkel, RTL, Volksbanken
WPP Media launched pilot campaigns on OpenAI's ChatGPT Ads in Germany, following its August market entry. The global media agency group developed a "Context-Hint Approach" for each campaign, managing ad creative, activation, and ongoing evaluation. Participating brands include Colgate-Palmolive, Ford, Henkel (Persil), RTL Deutschland, and the Volksbanken Raiffeisenbanken cooperative banking group. The pilots aim to understand user behavior, ad relevance, and measurement, with a focus on reach, clicks, and interaction data. WPP Media seeks to evolve success measurement beyond reach and clicks toward business outcomes like conversion signals and post-click behavior. Executives from each company highlighted the potential of conversational advertising and the value of early testing in AI-based search and discovery environments.
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