Repeated ad exposures might not be a new phenomenon, but it doesn’t
make the experience any less annoying for viewers, 87% of whom
agree that they see too many of the same ads, according to new
research by MAGNA’s Media Trials unit in partnership with Nexxen, a
global, unified advertising technology platform with a
specialization in video and Connected TV (“CTV”).
The study, It’s All in the Delivery: How Repeating Ads Affect
CTV Viewers, Brands & Platforms, released today, leveraged
controlled ad effectiveness testing with 1,246 streaming viewers to
learn how they felt about repetitive advertising, which is an
outlay of programmatic delivery systems and a focused pool of
advertisers.
As part of the study, participants were exposed at varying
frequencies – one, four or six exposures – to the same ad during a
one-hour viewing session. Ads were provided by two participating
brands, including athletic wear brand New Balance. The second
participating brand is national restaurant chain Applebee’s.
While participants who saw the same ad six times peaked in
awareness at 92% recall, negative associations spiked, too. Viewers
who saw the same ad six times said the ad was “annoying” by 48%
over average, and “disruptive to their overall experience” by 33%.
Overexposure also eroded purchase intent, with a 16% decline among
those who viewed an ad six times.
Beyond facilitating a negative viewing experience, repeated ads
also had poor implications for both brands and the streaming
platform. Among viewers, 83% believed that repeating ads was done
intentionally. Further, 68% of viewers believe that it was the
brand’s intention to repeat the ad. Streaming platforms are
likewise implicated, with 44% of viewers believing that the
platform intended to repeat the ad. True or not, these assumptions
lend to broader implications, and potentially actions, led by
viewers who are not satisfied with their viewing experience.
“Running a spot repeatedly during the same show might improve
recall but at what cost? Study participants were clear on how
frustrating it was to see the same ad again and again and this cast
a shadow over the brand and the streaming network,” said Kara
Manatt, EVP, Intelligence Solutions, MAGNA, which is IPG
Mediabrands’ intelligence and investment unit. “Worst of all,
advertisers are paying for these declines in purchase intent and
simultaneously targeting consumers while turning them off to their
brands.”
Additional findings revealed by the study include:
- Positive brand perceptions were hampered by ad frequency, too.
For example, brands saw a decline from 25% (1 ad exposure) to 17%
(6 ad exposures) in viewers thinking that the brand knows how to
connect with them. Additionally, viewers who saw the ad 6 times
were less likely to be excited by the brand (16%) compared to those
who only saw the ad once (21%).
- Viewers are willing to take action to avoid ad overkill in
various ways, including checking to see if another streaming
service offers the show or movie (43%) and going as far as to
terminate the subscription (19%). Altogether, 51% said they will
take action in response to repeating ads.
- Purchase intent takes a nosedive with higher frequencies of
repeated ad exposures, with a 16% decline in intent to purchase for
those who saw the same brand ad 6 times.
“Both advertisers and broadcasters need to get to a place where
viewers don’t notice a difference in the quality of the advertising
experience on streaming compared to linear. Unfortunately, today,
many ad servers are not equipped with the ability or are missing
the adequate data to unify programmatic and direct demand while
managing for frequency,” said Karim Rayes, Chief Product Officer,
Nexxen. “The solution lies with platforms that have been
purpose-built for CTV, which offers publishers the flexibility to
manage their ad breaks in a way that won’t negatively impact the
viewer’s experience and saves advertisers from wasting their
valuable media dollars.”
To view the study, click here.
About MAGNA
MAGNA is the leading global media investment and intelligence
company. Our trusted insights, proprietary trials offerings,
industry-leading negotiation and unparalleled consultative
solutions deliver an actionable marketplace advantage for our
clients and subscribers.
We are a team of experts driven by results, integrity and
inquisitiveness. We operate across five key competencies,
supporting clients and cross-functional teams through partnership,
education, accountability, connectivity and enablement. For more
information, please visit our
website: https://magnaglobal.com/ and follow us
on LinkedIn.
About Nexxen
Nexxen empowers advertisers, agencies, publishers and
broadcasters around the world to utilize video and Connected TV in
the ways that are most meaningful to them. Comprised of a
demand-side platform (DSP), supply-side platform (SSP), ad server
and data management platform (DMP), Nexxen delivers a flexible and
unified technology stack with advanced and exclusive data at its
core. Our robust capabilities span discovery, planning,
activation, measurement and optimization – available individually
or in combination – all designed to enable our partners to reach
their goals, no matter how far-reaching or hyper niche they may be.
For more information, visit www.nexxen.com
Media Contact:Caroline SmithVP, Communications,
Nexxencsmith@nexxen.com
Forward Looking Statements
This press release contains forward-looking
statements, including forward-looking statements within the meaning
of Section 27A of the United States Securities Act of 1933, as
amended, and Section 21E of the United States Securities and
Exchange Act of 1934, as amended. Forward-looking statements are
identified by words such as "anticipates," "believes," "expects,"
"intends," "may," "can," "will," "estimates," and other similar
expressions. However, these words are not the only way Nexxen
identifies forward-looking statements. All statements contained in
this press release that do not relate to matters of historical fact
should be considered forward-looking statements, including without
limitation statements regarding the results in the study any
benefits thereof, our tech stack, products any other offerings of
Nexxen and any other subsidiaries affiliates. These statements are
neither promises nor guarantees but involve known and unknown
risks, uncertainties and other important factors that may cause the
Nexxen group’s actual results, performance or achievements to be
materially different from its expectations expressed or implied by
the forward-looking statements. Nexxen cautions you not to place
undue reliance on these forward-looking statements. For a more
detailed discussion of these factors, and other factors that could
cause actual results to vary materially, interested parties should
review the risk factors listed in Tremor International’s most
recent Annual Report on Form 20-F, which was filed with the U.S.
Securities and Exchange Commission (www.sec.gov) on March 7, 2023.
Any forward-looking statements made by us in this press release
speak only as of the date of this press release, and we do not
intend to update these forward-looking statements after the date of
this press release, except as required by law.
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