Reports Media & Marketing

Consumer Ad Receptiveness Apathy, Evasion and Engagement

Report by Mark Mulligan
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The 20,000 Foot View:  On-demand audiences expect to be able to control their digital experiences, and many have opted for the ad-free oases of streaming subscriptions. While traditional media might be losing audience share it is not giving up the fight, instead investing heavily in ad tech that improves targeting and advertiser agility. However, the underlying problem is that the majority of audiences either evade or ignore ads. Consumer ad receptivity should not be taken for granted, and advertisers need to work harder than ever to ensure they are targeting the valuable audiences that do engage with ads ,rather than wasting spend on those that do not.

Key Findings

  • Most TV audiences do not pay attention to ads, but ad engagement is not a linear-only problem:        of consumers either ignore TV ads or skip video ads online
  •        of consumers will not skip relevant ads. These consumers are of higher income and        are influential early adopters
  • Teens have the highest rates of ad evasion:         do not pay attention to TV ads and        skip video ads, but are also most likely        to not skip relevant ads
  •        of consumers expect streaming video subscriptions not to have ads, rising to        in the Netherlands and falling to        in France. This rises to        of cord cutters
  • Binge viewers, cord cutters and Spotify users are all significantly more likely to skip video ads but also more likely not to skip video ads relevant to them
  • Traditional TV is betting big on addressable, programmatic advertising, while GDPR could play havoc with online retargeting
  • Amazon could be the big winner in an ad market reshaped by a global recession

Companies and brands mentioned in this report: AdRoll, Amazon, Amobee, Ampersand, Charter, Comcast, Cox, Dax, Disney+, Exterion, Facebook, Global Radio, Hulu, IMDb TV, Innovid, ITV, Netflix, ReTargeter, Revcontent, Sky, Spotify, Telaria

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