Chart of the Day: Ad pausibilities

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Approaching TV viewers with expanded ad formats

The longer the ad, the more likely US TV viewers will call it unreasonable. And only?half?of TV viewers who recently watched the shortest ads—less than 30 seconds—felt the length was reasonable. If viewers must watch ads, they want them to be as short as possible.

Beyond the chart:?Both?Netflix?and?Disney+?will roll out an ad-supported tier in the next two months. Their imperative is to show ads without detracting from the viewing experience or driving away subscribers.

One strategy is to offer a variety of ad formats. “Streamers have such a great opportunity for innovative ad units,” said Jason Brum, group vice president of agency partnerships at DirecTV Advertising, speaking on Monday at Advertising Week New York. Pause ads, for example, are “not as intrusive as a commercial,” he added, and could result in more attention than a 30-second ad spot.

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