How Do Consumers Feel About Ads?

With easy access to streaming content, consumers are deciding when, where and how to watch their favorite content and expect excellence at every point.

Those high expectations are extending to brands now, too. An overwhelming majority of U.S. consumers (95%) want to decide when and where they interact with a brand, according to research from Amazon Ads.

Because the bar is set high, and with industry changes unfolding that will impact how advertisers reach their audiences with relevant messages, brands need to consider how to elevate the advertising experiences they are delivering consumers.

The right ad experience can create a connection between a consumer and a brand. Marketers who know how to elevate advertising to that level provide consumers better experiences and more value through that engagement.

Consumers expect to see ads. Nearly seven out of 10 consumers said watching advertising is just a normal part of their viewing experience, according to a survey of viewers of streaming video services commissioned by Amazon Ads and Omnicom Media Group (OMG) and conducted by research firm Latitude (all statistics cited in this article are from this report).

In fact, 71% don’t mind seeing ads if it means they can watch shows, movies or streams for free.

But we can take it a step further by delivering advertising experiences consumers want to actively engage with.

It’s time to innovate and take advertising further by redefining ad experiences that engage customers. Let’s explore how to deliver a better ad experience.

How Do Consumers Feel About Ads?

With easy access to streaming content, consumers are deciding when, where and how to watch their favorite content and expect excellence at every point.

Those high expectations are extending to brands now, too. An overwhelming majority of U.S. consumers (95%) want to decide when and where they interact with a brand, according to research from Amazon Ads.

Because the bar is set high, and with industry changes unfolding that will impact how advertisers reach their audiences with relevant messages, brands need to consider how to elevate the advertising experiences they are delivering consumers.

The right ad experience can create a connection between a consumer and a brand. Marketers who know how to elevate advertising to that level provide consumers better experiences and more value through that engagement.

Consumers expect to see ads. Nearly seven out of 10 consumers said watching advertising is just a normal part of their viewing experience, according to a survey of viewers of streaming video services commissioned by Amazon Ads and Omnicom Media Group (OMG) and conducted by research firm Latitude (all statistics cited in this article are from this report).

In fact, 71% don’t mind seeing ads if it means they can watch shows, movies or streams for free.

But we can take it a step further by delivering advertising experiences consumers want to actively engage with.

It’s time to innovate and take advertising further by redefining ad experiences that engage customers. Let’s explore how to deliver a better ad experience.

Consumers expect ads to be a seamless part of the streaming experience, enhancing the viewing session by being entertaining, relevant or useful.

When polled, 73% shared that they think ads are more enjoyable to view when they feel personally relevant.

Context also matters, as 68% of consumers enjoy seeing ads that relate to the content they are viewing at that moment.

For instance, if you are streaming a motorcycle race, an ad for children’s doll accessories would be out of place. Motorcycle helmets, on the other hand, would be an appropriate fit.

Consumers expect ads to be a seamless part of the streaming experience, enhancing the viewing session by being entertaining, relevant or useful.

When polled, 73% shared that they think ads are more enjoyable to view when they feel personally relevant.

Context also matters, as 68% of consumers enjoy seeing ads that relate to the content they are viewing at that moment. For instance, if you are streaming a motorcycle race, an ad for children’s doll accessories would be out of place. Motorcycle helmets, on the other hand, would be an appropriate fit.

More than half of consumers (52%) also enjoy interactive features within ads—such as gamification surrounding a product, portals to product info or interactive audio ads—that they can activate with remote controls, smart speakers or mobile devices.

It’s key to give them ad content that is entertaining and in line with what they’re already viewing, and do it in a streamlined way. For example, are they viewing an action movie, the news or a guide to fashion? If your ad conflicts with those experiences, it might stand out—and not in a good way.

Because consumers accept ads as part of the streaming experience already, there’s an opportunity to truly exceed their expectations by elevating the ad experience you deliver.

More than half of consumers (52%) also enjoy interactive features within ads—such as gamification surrounding a product, portals to product info or interactive audio ads—that they can activate with remote controls, smart speakers or mobile devices.

It’s key to give them ad content that is entertaining and in line with what they’re already viewing, and do it in a streamlined way. For example, are they viewing an action movie, the news or a guide to fashion? If your ad conflicts with those experiences, it might stand out—and not in a good way.

Because consumers accept ads as part of the streaming experience already, there’s an opportunity to truly exceed their expectations by elevating the ad experience you deliver.

The best way to imagine viewer motivation is to consider what content they're streaming—then you’ll better understand what kind of ad content is engaging, entertaining and relevant to them.

Viewers watching narrative-based movies are moved by richly detailed stories or characters, while those taking in comedies or sitcoms are more likely seeking stress relief.

Show these viewers ad content that aligns with those motivations—those moods—and you’ll create a positive experience and be more likely to engage with them.

Viewers perusing user-generated video content and livestreams tend to be motivated by the desire to be up-to-date on news and topics that interest them. So, show them ad content that incorporates those themes to enhance their viewing experience.

Understanding not only the motivation around the content being watched but also the streaming habits of the audience you’re aiming to reach will help you improve the relevancy of your ads and create a seamless viewing experience.

The best way to imagine viewer motivation is to consider what content they're streaming—then you’ll better understand what kind of ad content is engaging, entertaining and relevant to them.

Viewers watching narrative-based movies are moved by richly detailed stories or characters, while those taking in comedies or sitcoms are more likely seeking stress relief.

Show these viewers ad content that aligns with those motivations—those moods—and you’ll create a positive experience and be more likely to engage with them.

Viewers perusing user-generated video content and livestreams tend to be motivated by the desire to be up-to-date on news and topics that interest them. So, show them ad content that incorporates those themes to enhance their viewing experience.

Understanding not only the motivation around the content being watched but also the streaming habits of the audience you’re aiming to reach will help you improve the relevancy of your ads and create a seamless viewing experience.

Streaming viewers say they want—and expect—advertisements to introduce them to new opportunities surrounding goods and services. But these ads need to go beyond traditional demographics in order to connect.

If you want to really wow viewers by connecting them with relevant things they’ll love, you’ll need to understand what types of opportunities they’re interested in based on the products being advertised.

When it comes to retail and clothing ads, 31% of consumers say they want and expect deals and sales.

Meanwhile, 28% of viewers want health and beauty ads to help them discover new products. So, if you’re crafting ad creative to market skincare products, avoid jumping to offer low-price deals and instead focus on helping consumers discover new products they might want to try, such as a deep-cleansing beauty bar.

Streaming viewers say they want—and expect—advertisements to introduce them to new opportunities surrounding goods and services. But these ads need to go beyond traditional demographics in order to connect.

If you want to really wow viewers by connecting them with relevant things they’ll love, you’ll need to understand what types of opportunities they’re interested in based on the products being advertised.

When it comes to retail and clothing ads, 31% of consumers say they want and expect deals and sales.

Meanwhile, 28% of viewers want health and beauty ads to help them discover new products. So, if you’re crafting ad creative to market skincare products, avoid jumping to offer low-price deals and instead focus on helping consumers discover new products they might want to try, such as a deep-cleansing beauty bar.

Consider where and when ad content will run when forming your creative and give audiences opportunities they will want to engage with.

For example, tax filing season takes place every year between January and April in the United States. Which is why Intuit—the creator of the tax preparation software, TurboTax—delivered a multi-touch campaign on Amazon’s Fire TV, placing the brand alongside popular streaming channels on a feature Rotator, inline banners, screensavers and video ad placements. The result was a 14% jump in ad awareness and a 7% boost in brand favorability.  

The right creative meeting the specific expectation of a brand’s category—and served alongside relevant streaming content, of course—makes all the difference.

Consider where and when ad content will run when forming your creative and give audiences opportunities they will want to engage with.

For example, tax filing season takes place every year between January and April in the United States. Which is why Intuit—the creator of the tax preparation software, TurboTax—delivered a multi-touch campaign on Amazon’s Fire TV, placing the brand alongside popular streaming channels on a feature Rotator, inline banners, screensavers and video ad placements. The result was a 14% jump in ad awareness and a 7% boost in brand favorability.  

The right creative meeting the specific expectation of a brand’s category—and served alongside relevant streaming content, of course—makes all the difference.

Advertising on streaming video channels allows for some new and powerful innovations in content delivery.

More than half of viewers—55%—prefer to see brands integrate into the content they’re watching in clever ways.

Last year, Cheetos seamlessly integrated ad content with what viewers were watching by developing a campaign around the horror film I Know What You Did Last Summer.

Cheetos teamed up with Prime Video and Amazon Ads for an omnichannel campaign that included ads depicting scenes similar to those found in the film, but with a spotlight on the cheesy snack food and its mischievous mascot cheetah.

Prime Video also collaborated with Cheetos’ social teams to host live watch parties and other activations that allowed viewers to interact with the brand and the film content at the same time. 

Pringles innovated with livestreaming by integrating its ads within the content itself on Twitch. In a campaign focused on gamers, the brand arranged for Frank, a zombie character from the video game West of Dead, to appear in the livestream of popular Twitch creator, Leahviathan.

The zombie and Leahviathan spent the livestream talking, playing games and, of course, eating Pringles.

The campaign integrated the product with gaming in a way that was entertaining to viewers and connected with the gaming community on Twitch.

When you contemplate how to deliver your ads, consider what viewers will want and elevate it to delight them. Serving creative alongside streaming offers a lot of options.

Your imagination and understanding of your audience are the greatest tools available to give them more of what they want—a new, exciting and memorable experience.

Advertising on streaming video channels allows for some new and powerful innovations in content delivery.

More than half of viewers—55%—prefer to see brands integrate into the content they’re watching in clever ways.

Last year, Cheetos seamlessly  integrated ad content with what viewers were watching by developing a campaign around the horror film I Know What You Did Last Summer.

Cheetos teamed up with Prime Video and Amazon Ads for an omnichannel campaign that included ads depicting scenes similar to those found in the film, but with a spotlight on the cheesy snack food and its mischievous mascot cheetah.

Prime Video also collaborated with Cheetos’ social teams to host live watch parties and other activations that allowed viewers to interact with the brand and the film content at the same time. 

Pringles innovated with livestreaming by integrating its ads within the content itself on Twitch. In a campaign focused on gamers, the brand arranged for Frank, a zombie character from the video game West of Dead, to appear in the livestream of popular Twitch creator, Leahviathan.

The zombie and Leahviathan spent the livestream talking, playing games and, of course, eating Pringles.

The campaign integrated the product with gaming in a way that was entertaining to viewers and connected with the gaming community on Twitch.

When you contemplate how to deliver your ads, consider what viewers will want and elevate it to delight them. Serving creative alongside streaming offers a lot of options.

Your imagination and understanding of your audience are the greatest tools available to give them more of what they want—a new, exciting and memorable experience.

About Amazon Ads

Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful business results. With hundreds of millions of global active customer accounts, and first-party insights into shopping, streaming and browsing, brands can craft relevant campaigns that enhance the customer experience. Solutions on Amazon.com and services like Twitch, Amazon Freevee, Amazon Music’s ad-supported tier, and partnerships with third-party publishers and exchanges make Amazon Ads a highly effective partner for brands to reach the right audiences in the right places, both on and off Amazon. Learn how Amazon Ads can help you deliver relevant and innovative advertising experiences.

Illustrations by Carlos Monteiro

About Amazon Ads

Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful business results. With hundreds of millions of global active customer accounts, and first-party insights into shopping, streaming and browsing, brands can craft relevant campaigns that enhance the customer experience. Solutions on Amazon.com and services like Twitch, Amazon Freevee, Amazon Music’s ad-supported tier, and partnerships with third-party publishers and exchanges make Amazon Ads a highly effective partner for brands to reach the right audiences in the right places, both on and off Amazon. Learn how Amazon Ads can help you deliver relevant and innovative advertising experiences.

Illustrations by Carlos Monteiro