Within those longer breaks, Black and White consumers lean towards fewer and longer ad spots which indicates a desire for deeper narratives. On the other hand, Asian and Bicultural Hispanic viewers more heavily favor a host of shorter ads that take place consecutively during longer breaks. This may reflect a preference for fresh, eye-catching visuals over ad plot development.
The outlier here is Unacculturated Hispanic viewers, who prefer many short ads that happen during shorter, more frequent breaks. This group’s strikingly different preference merits a targeted advertising approach to keep them engaged.
In order to excel in this competitive advertising space, brands need to take notice of consumer demands and rise to the occasion! The following executional strategies illustrate emerging ad trends in digital media that align with consumer interests.
The first is a direction towards non-disruptive advertising formats that don’t distract the viewer from the content they’re enjoying. The underlying motivation here is to improve the advertising experience for viewers. Recent developments in this area include “pause ads” and “binge ads.”
- Pause ads are advertisements that appear on the viewer’s screen when they pause what they’re watching. This non-intrusive approach takes advantage of the time when viewers aren’t actively watching their show and are least likely to mind seeing an ad
- Binge ads are those that are targeted specifically to viewers who binge, or marathon, their content. When a viewer exhibits binge-watching behavior, streaming platforms can reward their high engagement with ad-free episodes “sponsored” by a brand
Binge ads work well across the market by playing into consumer behavior trends that already exist. As you might expect, binge watching is popular for pretty much everyone. More than two-thirds of each segment—except for Asian consumers—tune in for long spans at a time and will likely appreciate these relevant binge ads.