Ad responsiveness in the era of content saturation
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The digital entertainment space is more saturated than ever, with content spread and duplicated across dozens of platforms, from social to streaming. Advertising and marketing teams face incredible competition and a tough economic environment in which to elicit spend from users. The prevailing advertising strategy in this oversaturated landscape has been “more is more”, but this can backfire. This report explores how consumers across age groups, income brackets, and entertainment cohorts respond to ads, but just as importantly how they feel about them – finding that, when misplaced or overwhelmed, ads can have the opposite effect and spark negative sentiment towards the backing brand.
Companies and brands mentioned in this report: Amazon Prime Video, Apple TV+, Bandcamp, iTunes Store, Letterbox, TikTok, and Twitter