ad avoidance

Snacking, Texting, Fast-Forwarding and Other Ways to Avoid Ads

• Posted: February 16, 2016

 

Would You Like a Snack or a Commercial?

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

 

Can Marketer Avoid the Ad Avoiders?

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 Alert: Fast-Forwarding Not Time-Shifting is the Major Problem

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/

 

Will Ad Blocking Force Digital Media to Improve?

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/

 

Do These Commercials Make You Sick?

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/

 

Ad Blocking-Consumer Behavior and Advertiser Concerns

• Posted: February 8, 2016

Are You One of the 47% Who Report Ad Blocking?

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

Would You Watch a TrueX Ad For Some Free Web Content?

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/

Ad Blocking Won’t Result in a Catastrophe

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

Do Your Intrusive Ads Compel Consumers to Install Ad Blockers?

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

Consumers Dislike Your Ads and They Are Letting You Know It!

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/

 

 

 

Understanding and Countering Ad Avoidance

• Posted: April 13, 2015

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 »