Commentary
New Research Underscores Impacts Of Ad-Pod Length And Structure, Ad Repetition
- by Karlene Lukovitz @KLmarketdaily, January 11, 2024
Streaming has not only taken the fragmentation of consumers’ viewing time and attention to new levels; it’s raised ad latency, frequency and formatting issues. The upshot: Questions about ad fundamentals need to be revisited to determine how to produce the optimal advertising experience across platforms.
That’s what ad-tech platform …
3 comments about "New Research Underscores Impacts Of Ad-Pod Length And Structure, Ad Repetition".
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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 saw the same presentation as you did and it does not provide some of the answers that are needed to objectively interpret these findings. For example what was the viweing situatuon of the respondents? Was it some sort of simulation of normal at-home viewing circumstances or was it, in effect forced as a matter of cooperation. In the latter case you would get the very high "recognition" levels cited by the researchers. In the former case they would be much lower. Also are we referring to some sort of "verified recall" where the respondent has to prove that the commercial was shown by playing back a descripotion of its content? Or is it merely recall? etc.
In any event, it's not surprising that ad recall and sales motivation decline when there are more ads in a break---though I find it difficult to believe that the drop-off is as great as is cited in the report. I doubt that TVision shows such a great difference when its webcams observe real world, at-home, viewer attentiveness.
As regards showing the commercial twice---but not more often---in the same episode of a program, the finding is that it may be beneficial. Which is also nothing new. Way back when and periodically since---advertisers have deliberately scheduled commercials in theis manner to get across complicated messages. And you get a gain of 25% and even more in message registration and buying intent---but at double the cost. Is it worth it? Each brand must decide.
Ed-- I suggest you address your concerns about methodology directly to FreeWheel (and other sources of surveys reported here), as I obviously cannot address the level of detail about which you are inquiring. Here's the contact link for FreeWheel: https://www.freewheel.com/contact. Hope you'll share your conclusions once you've done the investigation.
Thanks Karlene. However, I do think it advisable in reporting on these studies to include a reasonably brief description of the methodology---- which they usually are more than willing to provide. I'm not suggesting a detailed description of the sampling methods or the questionnaire, how the data was tabulated, etc. but a few lines to tell us if it was an invited viewing situation or a normal at-home viewing situation, whether the recall was aided, or whether it included message registration would be helpful---not so much for me but for others who don't know much about research and may misinterpret the findings. Sample size, alone doesn't tell us enough.
By the way, I liked your report---it was quite thorough. If I can convince Joe to add an editing function to this forum perhaps he would include a "like" indicator as well. I would have used it in this case.