In today’s digital age, connected TV (CTV) has become a powerful platform for advertisers to reach diverse audiences in personalised and impactful ways. LG Ad Solutions, a specialist in CTV and cross-screen advertising, recently released a report titled The Inclusive Screen: Black Americans, shedding light on the importance of engaging with Black consumers through CTV advertising.
The report, based on a survey of nearly 1,500 Black and African American CTV users, revealed that Black viewers are highly receptive to advertising on CTV. In fact, Black CTV users are more likely to take action after seeing an ad, with nearly half visiting a website, 29% making a purchase, and 24% visiting a store. This data underscores the potential for brands to connect with Black audiences in a meaningful way through targeted CTV campaigns.
The economic power of Black American consumers is also on the rise, with projected spending expected to reach $1.7 trillion by 2030. This significant buying power highlights the importance of recognising and engaging with Black consumers in advertising and marketing strategies. Brands that effectively connect with this demographic stand to benefit from increased market influence, business growth, and brand loyalty.
Monica Longoria, Head of Marketing Insights at LG Ad Solutions, emphasised the importance of inclusivity in advertising strategies, particularly as the US becomes more multicultural. With CTV’s advanced targeting capabilities, brands have the opportunity to deliver authentic and relevant messages to diverse audiences. The report highlights the role of relevance in driving consumer action and underscores the unique opportunities within CTV for brands to engage authentically with Black audiences.
The study also revealed key insights into Black CTV users‘ preferences and behaviours. For example, 63% of Black CTV users find streaming TV ads to be more relevant than traditional TV ads, indicating a clear advantage for advertisers who invest in inclusive advertising campaigns. Additionally, 68% of Black CTV users prefer streaming free video content with ads, and 65% watch over 2+ hours of FAST (free ad-supported streaming TV) content per week, demonstrating a strong preference for this type of content.
Furthermore, the report highlighted the trend of subscription app cycling among Black CTV users, with 77% likely to sign up for a subscription service and cancel after watching specific content. These insights provide valuable information for brands looking to engage with Black audiences through CTV advertising and underscore the importance of understanding and catering to the preferences of this demographic.
In conclusion, LG Ad Solutions‘ report on The Inclusive Screen: Black Americans underscores the significance of CTV as a pivotal environment for advertisers to connect with Black consumers. By leveraging the advanced targeting capabilities of CTV and delivering relevant, authentic messages, brands can tap into the growing economic power of Black American consumers and drive business growth through inclusive advertising strategies.