56% Of Viewers Ignore Online Video Ads, 20% Will Watch Every Time

56% Of Viewers Ignore Online Video Ads, 20% Will Watch Every Time

A new report states that 56% of viewers skip video ads most of the time. While this statistic may not come as a surprise to anyone in the industry, more encouraging news comes in the form of 20% of respondents confirming that they are prepared to sit through video ads, and 24% of those questioned indicating that great video ad content will make them stick around until the end. The report, "Online Video: Look Who's Watching Now" from Adroit Digital, also asked for feedback regarding optimal video ad length, and the shorter the better rings true for 46% of those who took part.

Highlights of The Report: Video Advertising and the Consumer

  • 56% of respondents confirmed they skip online video ads most of the time. 24% let the online video ad content determine if they would skip the ad.
  • 46% of respondents felt that 15 seconds or under was the optimal length for a video advertisement. 35% indicated the optimal length to be 16 to 30 seconds. 19%, believed 31 seconds or over was the optimal length.

Video Ads: Who Skips and Who Watches

56% Of Viewers Ignore Online Video Ads, 20% Will Watch Every Time Respondents to the study were asked about their position on video advertising, and 64% of 18 to 24 year olds confirmed that they were very likely to skip online video advertising content. However, the 35 to 44 year old demographic were least likely to skip a video ad, which is encouraging for brands targeting that group.

24% stated that the actual content of the video had was a huge factor in deciding whether they would skip or not. That's a significant number, and advertisers who take the time to create compelling and relevant content that isn't overly sales-orientated are benefiting from increased user engagement.

Of all the respondents, 56% said they skip online video ads most of the time.

20% of those asked confirmed that they were willing to sit through an ad most of the time

Consumers Confirm Optimal Time for a Video Ad

56% Of Viewers Ignore Online Video Ads, 20% Will Watch Every Time Respondents were asked to confirm the optimal length for a video ad, and 46% stated that, ideally, an ad should run for around 15 seconds. This shouldn't be a surprise to anyone who monitors viewer retention. In this fast-paced world, with so many distractions, advertisers need to capture their audience's attention within the first few seconds, or they risk losing them altogether.

However, 35% of respondents indicated that they were prepared to sit through an ad that was up to twice the length, at 16 to 30 seconds.

19% stated that 31 seconds or over was the optimal length, and presumably means that they would be prepared to watch the who thing. Just 6% confirmed that video ad of a minute or over were the right length. Savvy advertisers could, of course, take advantage of each preference and release video ad content of different lengths across different platforms, that targets a certain demographic.


The survey targeted a random sample of United States consumers who self-identified as 18 years of age or older and owning a television, smartphone, and personal computer or laptop. The study garnered 2,000 completed surveys and can be downloaded here (registration required).

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Posted in Video Advertising
About the Author -
Carla Marshall is the Managing Editor of ReelSEO, and the Community Manager for the ReelSEO YouTube Channel. She is YouTube Certified, and specializes in video optimization and organic marketing. View All Posts By -

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