We are continuing to share notable presentations of original research from June’s Audience Measurement Conference (AM). This week’s white paper focuses on “ad receptivity” with Asaf Davidov and Barbara Leiflen.
Their research measures the pervasiveness of ad avoidance, what drives it, as well as identifies opportunities to maximize engagement for advertisers and viewers. It spans two waves of quantitative and qualitative research that both define viewers’ ad receptivity and bring it to life.
Also provided is a four-part segmentation, an analysis of what viewers are doing when they skip commercials and the value of “purposeful viewing.”
“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?
Live TV viewers avoid commercials by multitasking during breaks. Eating (76%) and texting (69%) are the most frequent activities according to the TiVo research analyzed in this eMarketer article, “Most Digital Viewers Multitask While Watching Live TV.” TAGS: multitasking, commercials, TV advertising, live TV. See more . . http://www.emarketer.com/Article/Most-Digital-Viewers-Multitask-While-Watching-Live-TV/1013281
Ad avoidance by consumers has resulted in marketers seeking alternate means to reach these consumers according to Jack Neff in this Advertising Age article. Live TV programming, selective digital media strategies, content marketing, sampling, and customized packaging, are among the means by which marketers, such as Clorox, PepsiCo, and Revlon, avoid ad avoidance..TAG: brand challenge. See more . . http://adage.com/article/print-edition/big-agenda-ad-industry-2016/302067/
Ad avoidance is not the main reason viewers time-shift TV programs according to Hub Entertainment’s Research report, which is discussed in this MarketingCharts article. Advertisers should be more concerned about these viewers fast-forwarding through commercials. TAGS: fast-forwarding, time-shifting, commercials, tv advertising. See more . . http://www.marketingcharts.com/television/as-tv-viewers-time-shift-whats-the-implication-for-ad-avoidance-51957/
Ad blocking has forced publishers to invest in the quality of their online content and to focus on optimal distribution. By creating more interesting content, targeting audiences precisely, and developing native partnerships with brands, publishers will attract willing and engaged readers according to this Digiday article by Colin Nagy. TAGS: ad blocking, digital media. See more . . http://digiday.com/publishers/digital-media-will-improve-in-2016/
Consumer avoidance of over-the-counter drug advertising, specifically advertising by analgesic brands, is analyzed in this December 2015 Journal of Advertising Research article. The results reveal that this avoidance is more directly and strongly influenced by affective reactions, such as irritation, and attitude toward such advertising than cognitive reactions, such as perceived utility or skepticism. The authors offer suggestions for mitigation of this ad avoidance behavior. TAGS: OTC, over-the-counter, analgesics. Source: http://www.thearf.org/journal-of-advertising-research-online-access/
This Quirk’s Marketing Research Review article, “Your Ad Not Here: Should Marketers Be Worried About Ad-Blocking?” presents statistics and trends related to ad blocking, revealing consumer confusion about the difference between ad-blocking technology and cookie data restriction, and more… See more. . . Source: http://www.quirks.com/articles/2015/20151126-1.aspx
Fox’s TrueX lets TV viewers choose to watch and interact with a 2-minute ad upfront versus the series of 30s ads spread throughout the programming content. Is this enough to fight ad avoidance? What do consumers choose? See more . . Source: http://blogs.wsj.com/cmo/2015/07/16/foxs-truex-faces-hurdles-in-bid-to-fight-tv-ad-avoidance/
Current ad-blocking concerns echo earlier fears that surrounded the launch of TiVo and the DVR according to this eMarketer interview with Walt Horstman, President, AudienceXpress. This article, “Ad Avoidance Isn’t New-It’s Just Evolving,” further discusses the impact of ad blocking. See more . . Source: http://www.emarketer.com/Article/Ad-Avoidance-Isnt-NewmdashIts-Just-Evolving/1013084
Ad blockers are being installed to counter intrusive ads, according to 74% of U.S. respondents to the Teads global study, “Why People Block Ads.” This Media Post article by Tobi Elkin, “80% of People Would Reconsider Installing Ad Blockers, Cite Word-of-Mouth,” examines additional motivations for consumers to use ad blockers online, as well as providing a breakdown of statistics by country. TAG: intrusive ads. See more . . Source: https://www.morningstar.com/news/pr-news-wire/PRNews_20160129NY10670/teads-releases-global-study-on-why-people-block-ads.html
Ad blocking software will be used by 9% of U.S. consumers to opt out of ads in the next three months according to DCN Research Director Rande Price in this article summarizing the organization’s report, “2015 DCN Consumer Ad Block Report.” The report explains how this statistic was developed, and explores the growing threat from ad blocking software. See more . . Source: https://digitalcontentnext.org/blog/2016/01/05/2015-dcn-consumer-ad-block-report/
Chart Source: https://blog.pagefair.com/2015/ad-blocking-report/
Duane Varan, Ph.D., CEO of MediaScience presented the Ad Receptivity framework. He emphasized that the need to understand ad receptivity is increasing in importance. Environmental factors that impact how consumers experience an ad require more attention. Read more »