A mobile marketers guide to streaming TV | Adjust

Summary

The article advocates for mobile marketers to integrate streaming TV into their marketing mix, emphasizing its blend of TV's broad reach with digital's precise targeting and measurement. Key data points include: ad breaks constitute 10-20% of viewing time, yet 20-40% of viewers leave during ads, though 26% return within 30 minutes. Emotional resonance is critical—ads that match the emotional tone of preceding content reduce viewer loss by up to 60%, as shown by Wurl's analysis of over a million transitions.

Effective emotions include joy, trust, anticipation, and surprise. For 2025 success, the article recommends: (1) contextual targeting at scene-level, (2) partnering with SSPs offering emotion-based targeting, (3) continuous measurement and optimization, and (4) crafting emotionally resonant stories. The core argument is that streaming TV enables deeper viewer engagement when ads align with content context and emotion, offering a privacy-friendly channel for effective mobile advertising.