An IAB study recommends that marketers address many consumers’ “impatience” with digital video ads.
Marketers must grapple with an increasing consumer aversion to advertising even as the larger digital market continues a healthy rebound, according to a new report by the Interactive Advertising Bureau (IAB) and PwC. The IAB Outlook: 2022 Digital Ad Ecosystem research, which was sponsored by Amazon Ads, DoubleVerify, Rakuten and Taboola, examines three areas: consumer expectations, regulatory reforms and talent, and diversity and inclusion issues.
Impatience with ads is particularly acute in digital video, one of the most promising formats for growth. Ad-free and ad-light media platforms have continued to take hold during the pandemic, resetting expectations. Four times as many consumers prefer efficiency in ads (60%) compared to those who value messages that are “fun” or focused on brand image (15%), per the research.
The IAB recommends that marketers prioritize utility, including reducing the number of clicks and accelerating the adoption of shoppable formats that can provide a more holistic experience. Switching up strategies could be more of an imperative as the deprecation of cookies occurs in 2023 and with changes to mobile identifiers that make it harder to target internet users in the traditional fashion.
Source: Adams, P. (2021, October 18). IAB: Advertisers Must Prioritize Utility Over Cleverness, Or Lose Out On Digital Boom. Dive Brief, MarketingDive.