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THE CONSUMER-DEFINEDFUTURE OF STREAMINGIS HEREThe rules for new ad models and the opportunities for advertisersCONTENTSIntroductionMethodologyAbout InfillionKey FindingsConclusionHello,Do I Have Your Attention?What are the factors that impact attention metrics and where should advertisers lean in when it comes to delivering a more engaging experience?Give the Consumers What They WantWhat could the future of AVOD look like and how do consumers feel about future concepts now?Adding the Personal TouchWhat types of personal information are consumers open to sharing and how can brands take advantage?0112021403151607INTRODUCTIONHowever,as consumer behaviors changed with increased time spent streaming video,so too have streaming service models.Ad-supported video(AVOD)is now becoming the hot new trend-even among SVOD services which have historically been opposed to advertising.Consumers are now in the drivers seat,and the rising costs and growing number of streaming competitors mean consumers are hesitant to add new services as they look for cheaper options.This is where the advantage of the AVOD business models comes into play.Not only does this benefit providers,but it offers advertisers an engaging platform to bring their message front and center.Over the past 15 years of growth,subscription video on demand(SVOD)models have become an undeniable global mainstay,igniting fierce competition among providers.However,this doesnt come without its challenges.The current ad experience can feel disjointed,uncurated and impersonal,making it that much more important to deliver an experience that values consumers time,attention,and privacy.This proprietary study,commissioned by Infillion,explores how AVOD can evolve by becoming more relevant,personalized,and interactive.Whats holding up progress and why is the consumer experience still overlooked?01Viewers are indifferent about ad length,supporting a strong case for relevant,entertaining,and fewer ads as a reward for their attention.Consumers expect marketers to provide more personalized ads in exchange for their most valuable assets-time,attention,and privacy(TAP).Innovation and customer choice are central to the future of advertising.Consumers are likely to try new streaming ad features,particularly those that provide options and control.132KEY FINDINGS02HELLO,DO I HAVE YOUR ATTENTION?TV ads have traditionally been seen as the best opportunity to win viewer attention and get an advertisers message in front of the eyes of many.However,content option overload and the rise in CTV are now making it increasingly more challenging for brands to win that hard fought attention.What are the factors that impact attention metrics and where should advertisers lean in when it comes to delivering a more engaging experience?03A MAJORITY OF CONSUMERS ARE WATCHING ADS,BUT NOT COMPLETELY PAYING ATTENTION How do you feel about watching ads during commercial breaks while streaming shows?How often do you do each of the following during ad breaks while streaming shows?of consumers will divert their attention to something else when an ad airs61%Infillion Research Report:The Consumer-Defined Future of Streaming is Here34%Always/usuallywatchSometimes watchAlways/usuallyavoid ads288%MultitaskGet up/kitchenTalk to spouse,kids,friendsMute ads61aT9OVERWHELMING AD FREQUENCY IS A BIG PROBLEM(AND A MAJOR FACTOR IMPACTING ATTENTION)Targeting is creepyAds while streaming are invasiveNo targeting-its better to see ads from any/every brandAds based on online shopping(not yet bought)are helpfulAds tailored to you and your interests are goodAds online/streaming accurately reflect your interests66RcPsG%Infillion Research Report:The Consumer-Defined Future of Streaming is HerePERCEPTIONS OF ADVERTISING TODAYTo what extent do you agree?of consumers say they see the same ads over and over73OVERCOMING THE ATTENTION-DEFICIT REQUIRES RELEVANT,ENGAGING CREATIVETo what extent do you agree ads are worth watching when they are?of consumers think that relevant ads are worth watching62lebrity ads arent as popular as you might think.Only 43%of consumers feel they are worth watching.Infillion Research Report:The Consumer-Defined Future of Streaming is Here 64bbbXPDCConsumers expect relevant content to be delivered to them at the right time,in the right place.However,they are still reluctant to provide certain types of personal information.Add that to the current state of privacy policies and regulations and personalization becomes an even bigger challenge for advertisers.As brands shift to become more mindful of balancing the personalization versus privacy paradox,consumers will be more open to engage with ads built for them.ADDING THEPERSONAL TOUCH07THE PARADOX OF TARGETING:ATTITUDES TOWARD DATA COLLECTION ARE SPLITHave control over data collected about meHow much do you feel you?How relevant and personal should ad targeting be?Personally benefit from data collected about me Preference for relevant and personal ads when streaming showsConsumers are 50/50 on whether ads should be more personal and targeted Some to a great dealVery little to noneSomewhat/CompletelyTargetedSomewhat/CompletelyUntargeted55ERHPP%Infillion Research Report:The Consumer-Defined Future of Streaming is HereDATA TRACKING CONTROL,PERCEIVED BENEFIT,AND PREFERENCE FOR RELEVANCE08VIEWERS ARE WILLING TO SHARE SURPRISINGLY PERSONAL DATA IN EXCHANGE FOR MORE RELEVANT CONTENTHow comfortable are you in providing personal details on each of the following when setting up a viewer profile for a streaming TV channel?More than 60%of consumers would be comfortable sharing their gender,age,ethnicity,interests and hobbies with a streaming platform60%Infillion Research Report:The Consumer-Defined Future of Streaming is HereGenderAgeInterests and hobbiesEthnicityHousehold sizeThings you like to buyPet detailsTravel behaviorProfessional status,industry,etc.Household income 69ecVVTHHCSOME INDUSTRIES BENEFIT FROM PERSONALIZATION MORE THAN OTHERS Consumers would be 40%more likely tobuy within the food and groceries category if ads were more personalized%More Likely to Buy if Ads Are More PersonalizedInfillion Research Report:The Consumer-Defined Future of Streaming is HerePURCHASE CONSIDERATION BY CATEGORY OF PERSONALIZED ADVERTISING40976521&Compared to a typical series of four(4)30-second commercial breaks,how much more or less do you prefer these alternatives?Infillion Research Report:The Consumer-Defined Future of Streaming is HereVIEWERS ARE INDIFFERENT TO AD LENGTHAD POD COMPARISON:Much moreSomewhat moreNo preferenceSomewhat lessMuch lessOne(1),2-minutead storyone brand13)1%Two(2),60-secondadsmultiple brands16)3%8%One(1),30-secondinteractive brand experiencerequired to explore andnavigate the ad18$&%Three(3),30&two(2)15-second adsmultiple brands1405%7%Eight(8)15-second adsmultiple brands14&0GIVE THE CONSUMERS WHAT THEY WANTConsumer expectations for personalization and relevance are already high and the demands are only going to increase as new technology and innovation advance ad formats and capabilities across streaming services and devices.So what could the future of AVOD look like?And how do consumers feel about future concepts now?12AD CONCEPT CONSIDERATIONHow likely would you be to try each of these?Infillion Research Report:The Consumer-Defined Future of Streaming is HereCONSUMERS ARE OPEN TO NEW STREAMING AD FEATURESEnhanced Views-Enriched visuals and features unlocked with your phones cameraQR Codes-To continue exploring a brand ad on your cellphonePause to Shop-Control the ad to make a purchase on your phoneBank&Spend-To watch shows ad free by viewing ads at your convenience and banking the“credit”to an accountThumbs Up-Signal to let the channel know the ad was relevantSave Ads-With a button to allow you to explore the brand later57IC9%of consumers want the option to switch from one ad to another within 5 seconds of an ad starting57CONCLUSIONNavigating an evolving streaming advertising ecosystem is not a simple process and consumer attention has its price.Expectations around the consumer value exchange are changing,leading to a disconnect between marketers and consumers.However,all is not lost if marketers are willing to tune into the value of engaging consumer experiences that deliver unique and creative formats through sophisticated targeting.Privacy regulations will continue to play a role in the collection of consumer data,but they have also led to the demand for greater transparency,putting the control in the hands of the consumers.The once fragmented and insincere advertising experience becomes more of a streamlined approach to brand messaging and the funnel begins to collapse.Instead of alienating consumers(and potential LTV customers),brands should be mindful of how best to use the data consumers entrust to them.In turn,they will have more options to turn up the volume on innovation and deliver an advertising experience that consumers actually want to opt-in to.14METHODOLOGYFrom December 13-December 21,2021,2,500 consumers in the United States were contacted via email and asked to respond to a survey about their media consumption and shopping behaviors.Commissioning of the study was completely blind and confidential as the survey was entirely administered and hosted by the market research provider,Ipsos,and Observer team.Respondents were screened to ensure audience sampling was representative of the U.S.streaming video viewer population and additionally balanced for key census-based demographics.The objective of the study was to explore streaming viewer behavior,consumer perceptions relative to ad targeting,data privacy and personalization,and receptivity to new streaming features.15Infillion brings location and attention-based marketing together to fulfill the promise of connected consumer experiences.Leveraging integrated technology,Infillion enables better targeting via unique data sets,engaging creative,and actionable measurement solutions for advertisers looking to bridge the physical and digital worlds.Among the fastest-growing companies in ad technology,Infillion is advancing the integration of advertising,marketing,and CX through value exchange applications that captivate customers,optimize their attention,and honor their time and privacy.Learn more at ABOUTINFILLION16

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