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            do not pay attention to            but ad engagement is not            linear-only problem:            of consumers either            TV ads or skip video            online
  •            of consumers will not skip relevant ads. These consumers are of higher income and            are influential early adopters
  • Teens have            highest rates of ad evasion:             not pay attention to TV            and            skip video ads, but            also most likely            to not            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,            cutters and Spotify users are            significantly more likely to skip            ads but also more likely            to skip video ads relevant            them
  • Traditional TV            betting big on addressable, programmatic            while GDPR could play havoc            online retargeting
  • Amazon could            the big winner in an            market reshaped by a global           

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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