Consumer Ad Receptiveness Apathy, Evasion and Engagement
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The 20,000 Foot View: On-demand audiences expect to be able to control their digital experiences, and many have opted for the ad-free oases of streaming subscriptions. While traditional media might be losing audience share it is not giving up the fight, instead investing heavily in ad tech that improves targeting and advertiser agility. However, the underlying problem is that the majority of audiences either evade or ignore ads. Consumer ad receptivity should not be taken for granted, and advertisers need to work harder than ever to ensure they are targeting the valuable audiences that do engage with ads ,rather than wasting spend on those that do not.
Key Findings
- Most TV do not pay attention to but ad engagement is not linear-only problem: of consumers either TV ads or skip video online of consumers will not skip relevant ads. These consumers are of higher income and are influential early adopters
- Teens have highest rates of ad evasion: not pay attention to TV and skip video ads, but also most likely to not relevant ads of consumers expect streaming video subscriptions not to have ads, rising to in the Netherlands and falling to in France. This rises to of cord cutters
- Binge viewers, cutters and Spotify users are significantly more likely to skip ads but also more likely to skip video ads relevant them
- Traditional TV betting big on addressable, programmatic while GDPR could play havoc online retargeting
- Amazon could the big winner in an market reshaped by a global
Companies and brands mentioned in this report: AdRoll, Amazon, Amobee, Ampersand, Charter, Comcast, Cox, Dax, Disney+, Exterion, Facebook, Global Radio, Hulu, IMDb TV, Innovid, ITV, Netflix, ReTargeter, Revcontent, Sky, Spotify, Telaria