Commentary
Addressable Ads Found To Go To The (Literal) Heart Of Engagement
- by Karlene Lukovitz @KLmarketdaily, October 9, 2020
Yes, the phrasing is a bit tongue-in-cheek, but it’s true that a recent study of addressable TV ads’ engagement power found that they could actually affect the activity of the old ticker.
Let me backtrack a bit here.
Finecast, GroupM’s U.K.-based addressable TV platform that enables targeting across on-demand, linear …
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Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
Karlene, I buy into the idea that consumers will respond better to commercials that are about products or services that they are interested in but it's impossible to evaluate study findings of the sort you are describing without knowing more about how the survey ---or studies--- were conducted. For example, the distinction between an "addressable ad" and a "non-addressable ad"---what is the distinction? Is it that the latter is about a product or service that the consumer has not the slightest interest in---in which case I would say---,"So what". Or is this about how the identical ad message was conveyed to the consumer? If, so, what's the difference? There are other questions---such as sample sizes, whether the respondents were invited to watch the commercials , etc. all of which have a bearing on how one interprets to results. I'm not suggesting a detailed explanation---that would be a turn off for most readers---but at least a little bit on key subjects such as how it was done, what definions were used, etc. ---even if only a sentence or two was expended to clarify---would be a big help.
Karlene, I was wondering whether you could expand on the "52% said they find personalized ads intrusive.".
Most questionnaires provide response options rather than Yes/No. Most questionnaires along these lines would have something like Very Instrusive, Somewhat Intrusive, Occasionally Intrusive, Not At All Intrusive, Don't Know/No Response.
As it stands this could be taken as "A majority of reposondents said they find personalised intrusive" which seems to be at odds with the lede of "Addressable Ads Found To Go To The (Literal) Heart Of Engagement", given that intrusiveness is hardly a characteristic of engagement.