AD-ID, the industry standard for registering creative advertising assets, has released the results of a new Harris Poll survey involving over 2,000 U.S. adults aged 18 and older. Among the respondents, 1,921 identified as "viewers" who watch TV or consume streaming content. The survey reveals significant insights into viewer sentiment regarding ad frequency and its effects on their viewing experiences.

• Negative Impact of Repeated Ads:

  • 59% of viewers report that seeing the same ads repeatedly negatively affects their viewing experience.
  • 50% of viewers express annoyance due to ad repetition, while 26% indicate it has adversely influenced their purchasing decisions.

• Ad Frequency and Purchasing Intent:

  • 61% of respondents say that frequent ads make them less inclined to buy products or use services from the brand.
  • Nearly 49% have chosen not to purchase a product after encountering an ad too frequently.
  • Certain demographics, including men, adults under 55, parents with children under 18, are notably more likely to share these sentiments.

Industry Implications

• CEO Insights:

  • AD-ID CEO Nada Bradbury emphasized the growing pressure on brands and agencies to maximize efficiency and effectiveness in their advertising strategies.
  • She stated, “They need to take advantage of all available tools to eliminate guesswork and ensure creative works harder on their behalf.”

• AD-ID's Solution:

  • Established by the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A's), AD-ID addresses the challenge of ad frequency by providing unique identifier codes for ads. This allows for better-targeted ad delivery, minimizing oversaturation.

Positive Aspects of Targeted Advertising

• Viewer Preferences:
  • The poll found that 76% of viewers want to see ads better aligned with their interests.
  • 33% stated they are open to watching ads that are relevant to them.
  • 63% have purchased a product or service they were previously unaware of due to an ad, while 18% say targeted ads have positively influenced their purchasing decisions.

As the landscape of converged TV evolves, the need for a universal ad tracking solution becomes increasingly critical. AD-ID’s focus is to help advertisers identify effective strategies while minimizing oversaturation. By leveraging these insights, brands can better connect with their audiences and enhance their advertising effectiveness.