Ad repeats frustrate streaming viewers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 22, 2021, 2:32 AM GMT+0

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.

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