Most Web Video Viewers Ignore In-stream Ads, 80% Call Them Annoying
More
than 80% of Web video viewers polled
by Forrester Research called in-stream ads—placements that appear
before or after clips—"annoying" and 75% said they ignore
them, reports
AdWeek.
Less-intrusive advertising, such as placements alongside video, is more palatable as 50% of respondents deemed those acceptable. However text links are the most preferred Web ad format by consumers, according to the Forrester research, with 19% finding them annoying.
More advertisers will need to follow the
lead of brands like Nike, which has created broadband content consumers
elect to watch or advertisers should to tap user-generated video more
frequently for its authenticity to harness the web video popularity.
