... an ingrained habit.
Additionally, notes the study, "the situation is further exacerbated by the fact that not only do the majority of consumers skip ads, but they do so right away.”
However, the IPG units note in their report that a primary reason for consumers completing skippable ads has to do with their relevance and whether they are currently “in themarket-market” for the product or service advertised.
On the plus side, Magna's SVP for Intelligence Solutions Strategy Kara Manatt says that the media trial identified “viable solutions” to improve the viewing of skippable ads"
“While skipping is an ingrained behavior, more succinct ads, coupled with human connection and good storytelling, will help brands more deeply engage with its audiences,” she stated.
Read the original unabridged MediaPost.com article.
[Estimated timeframe:Q1 2017]
MTT log date:
Feb 21, 2017
All data sources are attributed with links to the original insight. The insight
is then summarised and, where appropriate, enhanced with additional information.