Consumers Value Connection — and Down Time — When It Comes to Content

In Xandr39s 2019 Relevance Report we found that consumers are generally receptive to and even appreciate the value exchange that exists between themselves and advertisers We found that surveyed consumers tend to understand that in return for their time spent with an ad they have access to content that is free or effectively subsidized by that ad experienceHeavy Versus Light Content ConsumptionWhen we take a closer look at responses based on weekly hours spent with content 69 percent of quotheavyquot consumers 15 or more hours per week and 62 percent of quotlightquot consumers less than 15 hours per week said they spend most of their free time engaging with content Similarly 56 percent of heavy consumers and 58 percent of light consumers say that content is engrained within their lives suggesting that light consumers don39t deem content any less significant they just have less time to dedicate to it And yet while content is important to them 61 percent of light consumers value unplugging from devices and content compared to 55 percent of heavy consumersInterestingly 61 percent of heavy consumers say they use content to stay informed about news and cultural events compared to just 48 percent of light consumers When asked about their weekday media frequency however light consumers are more likely than heavy consumers to spend any amount of time with free news websitesWhere are they spending the bulk of their time The majority of both light and heavy consumers are dedicating at least one weekday hour to television DVRTiVo live or ondemand online and subscription streaming services and social media Notably two in three heavy consumers are spending two hours with television each weekdayWhen we look at weekend media frequency we again see a preference for television viewing among heavy consumers Ultimately reported time spent with content is down across all platforms on weekends versus weekdays Interestingly on weekends social media captures nearly the same share of light consumers39 attention as subscription streaming sites doResults align with what we know about the demographic profiles of these two groups Of those surveyed 40 percent of light consumers are ages 18amp173amp821129 and 42 percent of heavy consumers are ages 45amp821164 When we examine results just across these age breaks we see that 18 to 29yearolds are twice as likely to access a streaming device daily compared to 45 to 64yearolds Light consumers represent more elusive viewing habits with share of time more evenly spread across platforms and a slightly greater willingness to pay a premium for adfree contentUltimately content wherever accessed is part of consumers39 routines and is extremely personal to them For marketers it has never been more important to figure out the right moment to capture their attention It39s about asking quotwhenquot not quotwherequotRelevance Matters More Than Ever A common thread we discovered between light and heavy consumers is the significance of relevancy Fiftyfive percent of light consumers and 54 percent of heavy consumers wish ads were more relevant to them and their lifestyle All consumers say they enjoy seeing ads for something they39re interested in With Nielsen reporting that US adults spend more than 11 hours with content per day it39s clear that consumers prioritize their time with content spending nearly half the day with it Ads that break through without infringing on precious time stand to be the most effectiveWe found that consumers dislike frequent and interruptive advertising amp8212 especially those heavyviewing consumers who spend the most time with content since they39re likely the recipients of repeat ad exposures Unsurprisingly three in four heavy consumers dislike when ads interrupt what they39re doing and nearly the same amount dislike seeing the same ad over and over againIt39s important to remember that no one consumer is the same which is why addressable is such a powerful tool the technology can be used as a reach and frequency management tool even against agegender demo buys and lightheavy TV viewersamp8203With addressable advertisers can increase reach on the traditional buying demo identify and serve media to light TV viewers and more evenly distribute impressions across a specific audience to account for varying viewership habits amp8212 and as a result deliver more relevant advertisingClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Consumers Value Connection — and Down Time — When It Comes to Content

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Charlotte Lipman

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Consumers Value Connection — and Down Time — When It Comes to Content

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Charlotte Lipman

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