Digital Ads Given the outdated digital native/digital immigrant model, how could Hulu gain a more nuanced understanding of modern audiences’ relationships to technology? And what does this more detailed model mean for how brands digitally connect with audiences?
In partnership with Hulu, we used a multi-step approach to develop this new model which included:
A qualitative inquiry to explore behaviors and attitudes towards technology, media, and brands
An interactive activity in Lumiere, using video as a proxy to explore people's digital identity
A scalable quantitative survey to understand how brands can best activate across the spectrum of digital fluency.
We then performed a formal segmentation on this data, to arrive at a new model for digital fluency.
We uncovered 6 major types (or segments) of digital fluency among audiences.
Segments with a ‘higher’ or more engaged level of digital fluency were more accepting of ads as a part of their viewing experience, and showed greater willingness to be entertained by ads.
Segments with a lower level of digital fluency prefer brand messages that are direct, clear, and concise. They want the information without the frills.
Distinct segments also have distinct preferences for different digital ad formats, including interactive ads, in-ad purchasing features, and the option to select one long ad break (vs. several smaller ones).
Want more insight into how your ads or ad formats ought to be targeted? Or want to learn something unexpected about how audiences react to your content? Reach out to us!
Build new levels of engagement and connection with your viewers - get in touch to find out more about Lumiere and our insights solutions.
