Infillion, an advertising platform built for the connected future, today revealed a new study that explores the evolution of streaming advertising in terms of more relevant, personalized and interactive experiences. Conducted in collaboration with the market research provider Ipsos, the findings reveal the relationship between ad formats and lengths to attention measurements and explore consumer sentiment around marketers’ paradox, privacy versus the clear desire for more personalization.
The study also shows that consumers know their value when it comes to watching media and that they are willing to share personal data and time in exchange for more relevant advertisements.
The key findings were based on 2,500 US consumer responses and revealed:
Overwhelming ad frequency is the most reported reason consumers avoid ads, while half of consumers view tailored ads as good or useful if relevant to their interests. The need for unparalleled creativity has never been more crucial.
- 73% of consumers say the ads they see are repetitive.
- 61% of consumers say they multitask during ad breaks in streaming content.
- 67% of consumers prefer ad-supported streaming options over ad-free.
- 50% of consumers view tailored ads as good or useful if they are tailored to their interests.
When it comes to viewing media, consumers know their value. Consumers want marketers to reward them for their time with more personalized content that speaks to more premium experiences.
- When asked to rate a reasonable payout for viewing a 30-second ad, the average consumer felt their attention was worth about $0.01 per second.
- 90% of consumers thought paying $0.80 for a 30-second ad was reasonable
- Only 50% of consumers felt that paying $0.20 for a 30-second ad was worth their attention.
- More than 40% of customers suggest a single exposure as optimal
Consumers are open to the collection of data for advertising purposes and as a result expect more personalized content and offers in exchange for their time and attention.
- Over 70% would offer more detailed personal information in exchange for more personalization in streaming ads.
- The top five data consumers prefer to disclose are gender (69%), age (65%), interests and hobbies (63%), ethnicity (60%) and household size and detailed purchase data (56%).
“The research underscores that in a new, more advanced media world, advertisers have an opportunity to capture more, not less, of consumer time, attention and data. This is a particularly powerful call to marketers who have been focused on shorter, fewer ads and are asking for less relevant data. The research clearly indicates that relevance and innovation are central to engagement in the future,” according to Jamie Auslander, SVP, Research & Analytics, Infillion.
In response to the study, Infillion launches XtendedView later this year, a long-form video ad unit, up to two minutes long, that consumers choose to watch – allowing brands to deepen storytelling and education for targeted audiences. Viewers exposed to an XtendedView ad will receive fewer ads throughout their content experience, focusing their attention on a single brand message rather than the jarring experience of multiple ads stacked against each other. XtendedView is purpose-built to address opportunities for entertainment companies to share full-length trailers; for healthcare companies to engage with more personal stories; for candidates to share their platforms in political ads and for other expressive storytelling.
To download a copy of the full report, visit here.
Methodology: From December 13 to December 21, 2021, 2,500 consumers in the United States were contacted by email and asked to respond to a survey about their media consumption and shopping behavior. The initiation of the study was completely blind and confidential as the survey was entirely administered and arranged by the market research provider, Ipsos, and the Observer team. Respondents were screened to ensure that the audience sampling was representative of the US streaming video viewing population and additionally balanced for key census-based demographics.