As consumers continue to shift more of their TV viewing online, it's becoming more and more important for marketers to figure out the most effective way to adapt delivery of ads to online content. On the one hand, online ads give marketers more tools and flexibility to engage consumers (eg, dynamic ads, 'click to shop' capabilities, enabling consumers to choose the categories of ads they see). But ads also need to create a satisfying experience for viewers, because they now have ad-free options to choose from if they want to. Hub's new study, 'TV Advertising in an OTT World,' suggests that there are some clear best practices when it comes to incorporating ads into online programming. Among those who reported seeing one to four ads in their most recent online viewing session, 34 per cent were "highly satisfied" with the viewing experience, content aside (i.e. rating of nine or ten out of ten). Satisfaction was significantly lower - 23 per cent -among those reporting five ads or more. Dynamic ads and viewer control (e.g., the option to choose the product categories of ads you see) lead to greater sponsor recall. For example, among those who said ads were based on product categories chosen in advance, 38 per cent recalled ad sponsors during the session, vs just 15 per cent overall. Dynamic advertising creates greater value for advertisers but is also more appealing to consumers.
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