Consumers often jump at any opportunity to avoid ads. When an ad break disrupts a program in network TV’s carefully curated prime-time schedule, many viewers take that bathroom break or grab a snack from the kitchen, while digital users are increasingly flocking to ad blockers or skipping pre-roll ads the moment the content lets them. But when an influencer they trust promotes a brand and other fans attest to the product in the comment section, people stop looking away.
“When someone is watching content by choice and an ad comes on, it is viewed as an interruption and feels manipulative,” said Whalar’s chief marketing officer Jamie Gutfreund.
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