Does Genre Influence Perception of Brands Advertised in Streaming Content?
A report on consumers’ streaming preferences shows how genre can positively and negatively affect brand perception.
Between ad-supported video content and paying for subscriptions, which are you most likely to choose when it comes to streaming?
Believe it or not, 41% of streaming consumers surveyed for the DV Global Insights: Trends in the Modern Streaming Landscape report say they’d rather watch ad-supported video content.
The report, which is released by DoubleVerify, a platform for digital media measurement, also shows that this preference is more predominant in lower income tiers, suburban/rural residents, and older adults.
In the Asia-Pacific region, 41% of streaming consumers prefer having more ads if it means they get to enjoy lower subscription costs, while 39% prefer paying a higher subscription cost if it means getting fewer ads.
Given these numbers, are there factors that affect these preferences?
The Type of Content Matters
As shown in DoubleVerify’s report, the type of content affects the ad preferences of streaming consumers. According to the report, 67% of consumers do not mind seeing ads along with long-form content.
Examples of long-form content are as follows:
- Podcasts
- Streaming TV
- Traditional TV shows
- YouTube videos
In addition, 40% of consumers prefer ads next to long-form content. This is because ads being shown along with such content improves brand awareness. Consumers also say that ads in long-form content make it more likely for them to make a purchase.
As for short-form content, such as TikTok videos and Instagram Reels, 39% of consumers say they do not like seeing ads along with this type of content.
These numbers show that long-form content is more conducive when it comes to building brand affinity and driving purchase consideration. Does this mean, however, that all examples of long-form content will positively affect ad perception?
Genre Matters, Too
The answer to the previous question is no. This is because the genre of the content being watched also has an effect on the consumer’s perception of adjacent advertising, especially when it comes to streaming content.
According to DoubleVerify’s report, the following genres have a positive impact on brand perception:
- Lifestyle – 53%
- Educational content – 51%
- Music – 50%
The following genres have a negative impact on brand perception:
- Horror – 23%
- Reality TV – 15%
- Gaming – 15%
What Advertisers Can Learn
The findings of the DV Global Insights: Trends in the Modern Streaming Landscape report highlight the importance of being strategic when it comes to ad placement in online content. While it may be tempting to place ads purely due to high views and popularity, this may not always prove to be effective.
It is crucial, therefore, to fully understand and take into consideration the preference of the streaming consumer an advertiser wants to target. By understanding their preferences, marketers can better target which content to focus on.
In addition, it is also just as crucial to study which types of content has a positive effect on the ads. As noted by DoubleVerify’s report, it is better to align content genres that enhance brand perception as certain genres can create a negative image of brands.
Getting this right gives advertisers an opportunity to better engage audiences and cultivate positive brand associations.
