Viewers’ behavior when exposed to overlay advertising on AVoD platforms

Abstract

The Advertisement-based Video on Demand (AVoD) model has attracted the interest of major streaming players aiming to expand their audience reach. However, this prospect is threatened by the escalating trend of viewers actively avoiding video commercials. Such behavior poses challenges to advertisers and raises concerns about the economic sustainability of AVoD platforms. Despite its significance, the existing literature lacks in-depth studies on effective ad management in AVoD platforms. In this paper, we address the research question: Can overlay advertising be the key to engaging viewers with ads while watching media content on AVoD platforms? To answer this question, we conducted an experimental assessment using advanced eye-tracking technologies to analyze viewers’ responses to personalized and generic overlay ads. The obtained results show that generic overlay ads do not effectively engage viewers, whereas personalized overlay commercials obtain significant results. Furthermore, we present a feasibility design study of the AVoD architecture, showcasing its capability to manage and display personalized overlay advertising. In summary, our findings suggest a promising path to establish meaningful engagement between viewers and commercials, thus enhancing AVoD platforms’ appeal to advertisers.