“Ad-Receptivity: A New Metric for Improving Engagement” – Leflein Associates / Hulu
Technology is reshaping how audiences watch entertainment. Hulu commissioned research to measure the pervasiveness of ad-avoidance, what drives it, as well as to identify opportunities to maximize engagement for advertisers. Among the issues addressed:
How many viewers are avoiding ads at all costs?
What methods are being used to avoid ads?
Which viewers are more receptive to ads and why.
What drives ad-receptivity?
What types of ad experiences resonate with viewers across the ad-receptivity spectrum?
“How Annoyance Impacts Ad Performance” – Icosystem / Light Reaction
The authors put forward a hypothesis that, in order to elicit a reaction, an ad, even when it’s viewable, must cross several stages of Perceptual Pathway: first, we must notice it; then we must pay attention to it; next, we have a “gut” emotional reaction. Any ad that fails to cross any of these stages results in a lost opportunity.
Among the questions that will be explored are:
Are there observable differences in the subject’s behavior?
Do the subjects report being annoyed by the ads?
Do the subjects recall the ads shown?