Kantar Unveils Ad Avoidance Causes and Correlation between Viewer Experience and Purchase

New ad formats foster positive viewer attitudes, driving growth in advertiser KPIs

Mirriad, the leading in-content advertising company and 2022 AdExchanger Winner for Most Innovative TV Advertising Technology Award, announced results of a groundbreaking study in partnership with Kantar which finds a direct correlation of the likeability of advertising and its ability to drive positive performance. In the newly released whitepaper ‘Hack to the Future: Understanding viewers’ attitudes and preferences to overcome ad avoidance’, Kantar found that a substantial 86% of all viewers are taking actions to avoid TV and video advertising across broadcast and network TV, streaming, and online video. In contrast, viewers feel much more positive about in-content advertising from Mirriad and take no steps to avoid this integrated ad format.

The research proves that a viewer’s negative perception of an ad format leads to lower ad effectiveness and purchase activity. Viewers are so over-saturated by TV and video ads that they dislike and avoid the format and, when they actually see the ads, purchase the advertised products and services at a lower rate compared to when they’re exposed to highly favorable formats like in-content advertising from Mirriad.

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“Viewers feel positive about Mirriad’s ad formats and that directly drives an incredible increase in purchase, among other key performance metrics. At a time when traditional advertisements are skipped, blocked, and creating fatigue, our study proves that in-content advertising as spearheaded by Mirriad is a smart choice for advertisers,” said Sparsh Pandya, Client Director at Kantar.

Favourable viewer experience drives better results:

Mirriad’s strong performance in driving better results can be attributed to a favourable viewer perception especially due to the natural feel of the format (83%) and its non-intrusive nature (79%). The study found that on average, viewers who feel positive about their ad experience are much more likely to purchase an advertiser’s product, resulting in a 61% higher incidence of adding products to the shopping cart, and 40% higher online purchase and 27 % higher in-store purchase.

Stephan Beringer, CEO at Mirriad, said: “Advertisers looking for ways to improve their performance on TV, CTV and video now have even more proof that in-content advertising is an indispensable new solution. Given the growing ad fatigue and the dramatic issue of ad escapism, in-content advertising is a format that is pivotal for brand equity and sales. In contrast to the traditional ad-break that today has a compounding negative effect, Mirriad operates with an experience-first solution in the content itself, maximizing a brand’s opportunity to leverage positive viewer perceptions to drive better results.”

The leader in virtual product placement and in-content advertising, Mirriad’s multi-patented and award-winning platform dynamically inserts products and brands into Television, SVOD/AVOD, Music, and Influencer content. Mirriad creates net-new revenue opportunities for content owners with an ad format that virtually integrates brands in entertainment content, drives exceptional performance for advertisers and dramatically improves the viewing experience. Mirriad currently operates in the US, Europe, and India.

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