In an online survey of 2,600 respondents, about 53.6 percent of online video viewers recall seeing in-stream - either pre-, mid-, or post-roll - ads attached to some form of web programming. That’s the good news. Not too surprisingly, more than three-quarters (78.4 percent) of respondents said in-stream ads are intrusive and fully one-half (50.4 percent) say these ads disrupt their use of the internet. Half (50.7 percent) of the respondents said they stop watching an online video once they see an in-stream advertisement. Two-out-of-five (43.2 percent) do stay on to watch the rest of the online video. While only a small percentage - 15.3 percent - said they immediately leave the site once they encounter an in-stream ad, about half (49.7 percent) said the such ads’ presence alone makes them less likely to view other online videos. Perhaps the worst news for in-streamer advertisers is that 33 percent of respondents said they pay less attention to in-stream ads than they do to other commercial spots on the same page; and 36.1 percent said they pay neither more nor less attention. Only 21.4 percent of those who do recall the ad said they pay more attention to the in-steam versus other ad formats on the same page.
http://www.paidcontent.org/entry/419-streaming-ads-driving-users-away-from-content-report/
http://www.burstmedia.com/newsletter/current.asp
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