Based on proprietary consumer survey and behavioral research, and a broad market assessment, this POV challenges the traditional assumptions about ad avoidance as being synonymous with a specific cohort of “ad avoiders.”
Our research assesses a burgeoning market reality: that “ad avoidance” isn’t a monolith. It’s actually a spectrum of consumer behaviors – ranging from paying for ad-free subscriptions, to second screening, to selectively filtering out advertising that feels repetitive, disruptive, or disconnected from their interests. And when one considers that a full 65% of consumers are avoiding ads to some degree, the challenge for brands comes into sharp relief.
But our research also highlights a critical nuance: consumers aren’t avoiding brands; they’re avoiding experiences that fail to deliver value and earn their interest.
In this POV, dive deeper into:
- The spectrum of ad avoidance
- How streaming and other evolving media habits are contributing to this phenomenon
- What consumers actually want from brands and advertising experiences
- How non-standard l formats like product placement and sponsored content can help brands break through, particularly when paired with more standard ad types.
- Practical recommendations for building connected brand experiences that make consumers want to lean in, rather than tune out.