Young viewers prone to skipping traditional TV commercials might be more receptive to ads superimposed on-screen while a show is airing.
Watchwith, a company working with Fox and NBCUniversal that enables overlay ads, commissioned a study by Frank N. Magid Associates that confirms the effectiveness of the in-program messaging. The study found that among 18 to 24 year olds, an eight-second in-program ad for Buick had a 20% unaided ad recall, compared to 8% for a 30-second spot. More than half the 18 to 24 year olds remembered seeing an in-program ad.
During the test, in-program ads appeared in episodes of Gotham and other Fox shows as well as in Bravo's Best New Retaurant.
Young viewers who grew up with DVRs are used to skipping commercials. "They’re multitaskers who don’t want their show impeded," says Zane Vella, founder of Watchwith. While in-program ads are intrusive, they aren’t interruptive, and that's okay with 20-somethings. “They understand that advertising is how things get paid for,” Vella says. “There’s not a fundamental problem with advertising. What people hate is wasting time and being blocked from what you want to watch.”
Read more at B&C.