Streaming & Advertising Research

As a class (ADV 582: Qualitative Research Methods) under the guidance of Dr. Michelle Nelson, we conducted an exploratory study about streaming and advertising for an EVP at Publicis Media. Our project requirements, research process, and findings are presented in the below report (Completed Spring 2023).

2024 American Academy of Advertising (AAA) Annual Conference

After completing the work shown above, four students (including myself) expressed interest in taking this research a step further. We revisited the interview data, and performed additional rounds of thematic analysis.

The concept of streaming advertising being a “Necessary Evil” emerged. This is the idea that while people didn’t love advertising, they understant and can even appreciate why it exists in streaming (particularly in free or reduced-cost plaforms and plans). At the time of publication, this theme is new in advertising avoidance and streaming literature.

From this, we submitted the paper “Hey, You Put Ads in My Netflix: How Audiences Negotiate the Changing Streaming Video Landscape” to the American Academy of Advertising conference in September 2023, where it was accepted.

The four of us, alongside Professor Michelle R. Nelson, presented the research at the AAA conference in Portland, OR on March 15th, 2024.