Digital Media

Media Week, mediaweek.co.uk, 22 September 2009, 12:15pm

Online video ads are less disruptive

Online video ads are not as disruptive as is often claimed, concludes new research by publisher Burda Community Network.

A survey of nearly 5,000 internet users found only 12% to be "extremely bothered" by online video ads, such as pre-roll video ads.

By comparison, 23% are "extremely bothered" by TV ads, and 8% feel the same way about cinema ads. Online video ads are significantly more accepted than online pop-up ads: 60% claim to be "extremely bothered" by them.

Nearly two in three respondents (58%) said they found the ads "entertaining", but only 41% claim to enjoy online video ads.

However, the emerging ad format has some way to go in terms of consumer acceptance: 28% said online video ads were too invasive, 11% said too many repeat the same content, and 10% complain it is impossible to avoid such ads.

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All Comments

Neil Hopkins - 22 September 2009

One issue with online video ads is that one can set one's browser to reject them - I have, for example, as a legacy of my dial-up days.

Plus I don't really want to see them, so I've customised my online experience to reject all video adverts.

Until online advertisers can make them interesting/appealing, I wonder if the format will gain any real market leverage as they're so easy to avoid?

Ally (digital marketing @ swamp) - 29 September 2009

It's been a bit of a mixed week for online video advertising... on one hand video ads are less disruptive, but on the other, the plans for measurement are being stalled...

http://www.allymanock.com/digital_marketing/a-mixed-week-for-online-video-advertising/