Bite-Sized Insights: Overly Repetitive Video Advertising Instant Brand Turn-Off for Parents
Each week we ask our trusted Insights panel of parents a key question. This week we were interested in finding out how parents feel about TV and online streaming video advertising. Is this kind of advertising effective with parents? Take a quick read of this week’s bite-sized insights to find out what parents think about TV and online video advertising.
Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.
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We asked our Insights panel of parents to tell us what they typically do when ads come on when they’re watching TV or online video content. Here’s how they answered:
Comments from our panel members included:
“I find ads on videos particularly irritating and always hover over the skip ad button so I can pause it as soon as I can. TV ads can be annoying but without the revenue from them shows could not be produced. I tend to tune out when they come on or go do something else. Overly played or those with irritating characters, messages or music really turn me off the company. Funny or witty ads can pique my interest.”
“They can be very repetitive, same ads at the start and during programme, which can be especially annoying if watching several episodes of something online.”
“Some aren’t very well targeted to the people watching a show. A teen-based show with an ad for pensions or funeral funds during it is just silly!”
“I watch shows on premium streaming services like Netflix, Disney + and Prime Video ensuring there are no ads to contend with.”
“Some advertising is very repetitive and can be frustrating to watch. I find early evening some adverts on TV are not suitable for children like Viagra etc.”
“Find it annoying on the players how you can’t at least skip some of the ads.”
“Necessary but annoying! I would rarely take action on anything I see advertised on TV and I always skip the ad as soon as I can on YouTube.”
“I don’t really pay much attention to be honest. Most ads don’t tend to represent my family and I feel like they are either trying too hard or are boring.”
“I don’t tend to watch live TV so I very rarely watch ads at all. I mainly see ads on websites or social media and I try to ignore them unless of course it’s something I’m interested in! Short and snappy are grand, I really don’t like long ads. Our access to instant technology has shortened our attention span to almost non existent for ads and the like.”
Actionable Insights for TV & Online Video Advertisers:
- The most frequent complaint parents cited was actually a lack of variety in the ads that they see. Online video ads in particular can be quite repetitive over a short viewing session and this tends to put parents off products and services. Test multiple variations of ads to ensure people aren’t just seeing the same thing over and over.
- Parents have told us they are more receptive to ads they find representative of them and their needs. Using consumer insights will help drill into changes in family life and how best to communicate to this key segment.
- Parents have told us they’re very put-off by video advertisements that contain too many ‘irritating’ elements like loud characters, blaring music etc. ‘Catchy’ elements like these may have worked 10 years ago but they’re more often than not annoying in a saturated video marketplace.
Would you like business-transforming insights from parents for your business? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help influence consumers to deliver long term profitability. Contact us now to find how we can help.