Will viewers of online video content tolerate more ads than they see in a traditional TV viewing experience? This is a question worth asking as more consumers watch online video and the answer, according to new research, seems to be yes.
QuickPlay Media recently surveyed over 1,800 consumers in the U.S., Canada, and the U.K. regarding their attitudes about online video viewing. Consumers are keenly interested in advertising-free content and 55% in the U.S. are willing to pay for this.
However, 62% of U.S. consumers say online video ads don’t bother them or they don’t pay attention to them. The paying attention part may be linked to the fact that 55% of U.S. consumers believe fewer than half of the ads are relevant to them.
The better news for marketers is that consumers generally feel that they’re seeing fewer online video ads on their smartphones and tablets than they expected. Before the video starts, they expect to see 1.87 ads but they’re seeing only 1.64. During the video, an average of 1.81 ads run though they expect to see 1.86. And, after the video ends, they’re anticipating 1.73 ads but only seeing 1.23.
According to Steven Bellman, who has researched this topic, the optimal number of ads for an hour of online video may be 6 30-second rolls. Bellman’s research focused on video but he suggests that newspaper companies may also profit from interrupting their content streams by putting online video ads in front of viewers. The research also indicates that marketers and media companies can increase the number of ads during online video without alienating viewers.
To learn more about Online Video Watchers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.[Sources: Video ads online can help save newspapers. Yume.com. 11 Jun. 2013. Web. 28 Jun. 2013; 2013 Consumer Survey. Quickplay.com. 2013. Web. 28 Jun. 2013]