A Nielsen study, released today, revealed the majority of consumers are actively avoiding ads across various media platforms, including podcasts, streaming services, and live TV.
The study, which polled 3,000 U.S.-based consumers, highlights the growing challenge marketers face in reaching and influencing their target audiences.
Ad Avoidance Remains High:
- 64% of consumers intentionally avoid ads on free, ad-supported video services.
- 59% are somewhat or very likely to subscribe to an ad-free streaming service.
- 64% of podcast listeners intentionally avoid ads.
Inflation Concerns Impact Buying Power:
- 95% of consumers express that inflation is influencing their buying power.
- 56% of consumers are spending less on non-essential items due to inflation.
Marketing strategies to overcome Ad Avoidance and Inflation
Leverage Influencer Marketing:
- 59% of consumers are equally or more inclined to buy products endorsed by influencers they follow.
- Partner with influencers who align with brand values and target audience.
Personalize Marketing Tactics:
- 68% of consumers are somewhat likely to buy a product if a brand engages with them personally.
- Use data and analytics to personalize marketing messages and experiences.
Utilize Social Media Advertising:
- 55% of consumers are somewhat likely to evaluate a new provider, brand, or product based on a social media ad.
- Create engaging and targeted social media ads that resonate with the target audience.