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.

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