Author: Brian Steinberg
TV viewers are flocking to streaming-video services, driven in part by the impression that Netflix, Amazon, Hulu and others have cast off the burden of running dozens of commercials featuring Flo the Progressive Insurance lady or some Geico stunt. And yet, Madison Avenue is racing to keep up with them.
“The vast majority are in the camp of they would prefer not to see ads, but will tolerate them,” says Duane Varan, who has spent years exploring consumer interest in different kinds of video ads. Too often, Varan says, advertisers and media outlets simply run the same ad multiple times during a single video selection, which annoys consumers. “There is no added value from the repeated exposure.”