Tuning Out During Your Pre-roll Ad
January 22, 2008 9:50 AM
This is kind of weird. Consumers don’t like ads. Even in online video. Even when it’s streamed. So strange…
A new study from Burst Media, an online advertising firm, found that while more than half of online video viewers (53.6%) recall seeing pre-, post- or mid-roll ads in video, more than three-quarters find them intrusive.
Also, half of online video viewers say ads in video content disrupt their viewing experience. To add insult to injury, 50% of viewers also stop watching an online video if they encounter an ad. Only 43% stay tuned in to watch the ad and the rest of the video.
But here’s the silver lining: Young folks are more willing to watch ads. Among 18- to 24-year-olds, nearly 58% will stay tuned in during an ad.