Up to 47% of streaming ads fail to deliver to consumers as planned

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 14, 2019, 3:34 AM UTC

Users may lose interest in a streaming service due to poor experience with an ad or a video start or the interface.  

A report by Conviva revealed that up to 47% of ad attempts may not be delivered to consumers as intended. The streaming ads were noted to be falling short of quality expected by consumers and marketers.

Delays of up to six seconds from wrapper ads, empty ad responses and VPAID errors were identified as failures to ad delivery. The survey also found that 13.6% of the audience abandoned the service due to a five-second delay in ad playback.  

A poor experience with an ad or video start or interface of a streaming service may cause consumers to lose interest in it. To address this, the focus should be on delivering ads “at the broadcast-level quality viewers expect”, before thinking about ad effectiveness and inventory monetisation.

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