Consumers are becoming increasingly receptive to advertising-funded streaming services, according to new research published by German public broadcaster ARD’s Research Service.
According to the report, advertising-based video-on-demand (AVOD) platforms are gaining popularity compared with paid subscription services that offer ad-free viewing. Acceptance of advertising in streaming environments depends largely on how intrusive adverts are perceived to be and whether they provide added value for viewers.
The research found that advertising formats considered informative or cognitively enriching are viewed more positively by audie Consumers are becoming increasingly receptive to advertising-funded streaming services, according to new research published by German public broadcaster ARD’s Research Service. nces. Technical implementation also plays a significant role in user acceptance.
According to the findings, overlay advertising formats receive more favourable reactions than traditional commercial breaks. Pre-roll and post-roll advertisements shown before or after programmes are also better accepted by viewers than mid-roll adverts that interrupt content during playback.
The report added that countdown timers indicating the remaining duration of advertising breaks can improve audience acceptance of adverts.
The researchers also examined attitudes towards personalised advertising, with mixed results. Some studies found that targeted advertising formats were rejected more strongly by viewers, while others showed that such adverts were watched for longer periods, potentially improving advertising recall.
According to the ARD Research Service, consumers’ willingness to share personal data in exchange for economic benefits is another factor influencing decisions on whether to use streaming platforms with advertising.
The full report is available for download (PDF) here.
Source: broadbandtvnews.com
