Business
Correlation between viewer experience and purchase
Correlation between viewer experience and purchase.
About this update from Mirriad Advertising Plc
[{"type":"text","content":"\n\n8 August 2023\n \n \nMirriad Advertising plc\n \n(\"Mirriad\" or the \"Company\")\n \nResearch reveals ad avoidance causes and correlation between viewer experience and purchase\n\nNew ad formats foster positive viewer attitudes, driving growth in advertiser KPIs\n \nMirriad, the leading in-content advertising company, today 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.\n \nIn 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.\n \nDeclining viewership squeezes inventory availability, so the ability to drive differential results and create new opportunities is a pivotal quality. A visual representation of where Mirriad fits in as a key industry solution can be found here.\n \nThe Kantar research also found 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, if they do see the ads, purchase the advertised products and services at a lower rate compared to when they're exposed to highly favourable formats like in-content advertising from Mirriad.\n \nMirriad'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.\n \nStephan 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 ne...