Study: Ad Uptick on ABC Site Not Keeping Users Away
Nielsen study shows no loss of customer satisfaction with the increase of ads on site
Jan 29, 2009
-By Andrew Wallenstein
Study: Ad Uptick on ABC Site Not Keeping Users AwayThe more ads the merrier on ABC.com, according to new research Disney-ABC TV Group commissioned from Nielsen Media Research.
While many online video providers boast of limiting commercials to enhance the viewing experience, the Disney-Nielsen study found that doubling the ad load in a full-length program shown on ABC.com didn't decrease customer satisfaction.
The research also discovered that increasing the number of brands from one to as many as four in a single episode not only didn't diminish the advertised brand or product, but actually improved perceptions of that advertiser.
"This presents an interesting opportunity for advertisers to really look at efficiencies and how we're managing our inventory," said Albert Cheng, executive vp digital media at DATG, at a NATPE panel, Wednesday. "We can actually increase deliver, reach and frequency by looking at a model that will have more sponsors and more ads."