Managing ad frequency on streaming services must be a focus area for advertisers.
Though three or more ad repeats are delivered by only 15% of ad campaigns, a report by Penthera revealed that it might be enough to frustrate the viewers of an ad-supported streaming service. The frustration may even cause them to stop using the service itself.
At 36%, ad repeats is a primary irritant followed by there being too many ads, at 30%. Ad-free SVOD services are the most viewed by 54% of the 1000 US adults surveyed by Penthera. Only 16% reported watching live TV most often.
43% of respondents would stop using an ad-supported video service owing to “annoying or repetitive ads.” 40% would follow suit due to poor experience, and 39% would stop if dissatisfied with the content itself.
[4 minute read]