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ad receptivity

Editor’s Note: From the AM Conference in June. Ad Receptivity: A New Metric for Improving Efficiency – presented by Asaf Davidov of Hulu and Barbara Leiflen of Leiflen Associates Market Research

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.”

Access full presentation

“Ad-Receptivity: A New Metric for Improving Engagement” and “How Annoyance Impacts Ad Performance”

“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?