One of the recurring and classic complaints from consumers in terms of advertising and experience is in television commercials. Television, even at the time when it was elevated as the queen of entertainment, is full of commercials, eternal ad breaks that make the consumer feel saturated and that, in the era of VoD, throw in the towel and stop watching. the program in question on more than a few occasions. The “I’ll see it on the web” is not that difficult to hear these days.But does our tolerance change depending on what accompanies the ad? Do we lose patience sooner or later depending on what we are seeing?A Deloitte study has analyzed the way in which consumers connect with advertising on streaming platforms, to understand if there is a variation between what is seen and what is advertised.
That is, they sought to answer Israel Phone Number List the question of whether all television advertising really bothers us (focusing on the new platforms as an element for analysis) and if the content ends up impacting the tolerance that exists on the experience of viewing ads.The data, based on a sample of US viewers (where VoD is much more developed and where there are also several formats that allow access to content with advertisements), are especially interesting at a time when it is debated whether VoD platforms should to give entrance, in general, to the publicity.
For brands, this would be a respite from a change of model in which their messages have not yet found a place to fit.Its main conclusion is that consumers do have tolerance for ads, at least certain niche consumers that tend to watch certain types of programs. For example, viewers who watch talk shows and who bookmark them have a higher tolerance for advertising than viewers who watch series.Consumers for whom talk shows are the most watched program accept up to 11.6 minutes of advertising per hour. Those who watch series stay at 7.2 minutes and those who watch news at 6.7.Data in other genera also show variety.
In reality shows 9.1 minutes of ads are accepted, in sports 8.7, in programs for children 8.6, in films 8.3 and contests 8.2.Not to the TV model, but yes to the commercialsWhat consumers are clear about is that they do not want a repetition of the television model.On average, Deloitte points out that the television advertising model is in 42-minute content and 18 minutes of associated advertising. This has overwhelmed viewers, who consider such pauses excessive and feel that it is a bad viewing experience. “Consumers have turned to streaming to avoid that advertising burden,” says Jeff Loucks, the CEO at Deloitte responsible for the study.And, while consumers do not want companies to repeat the television model in streaming, they are willing to see ads on their VoD platforms.
70% of those surveyed assured that they were willing to see ads if this reduced the fee to pay each time. “People are willing to see ads”, says the expert, “as long as they are not very repetitive and are segmented.”All this gives arguments to those who believe that even the most active players in what concerns an advertising-free VoD (see the case of Netflix) will end up incorporating advertising, but it also helps brands to see a less complex future. Right now, the migration of viewers from traditional television to VoD platforms was causing them to lose a crucial window to serve advertising, a window that they were not being able to replace.