According to a new study released yesterday from Burst Media, more that 78.4% of those they surveyed indicated that they felt in-stream video advertisements (pre-roll, mid-roll, post-roll, etc...) were intrusive. While the study demonstrated that users recollect the advertisements, 1/2 of respondents said the advertisements disrupted their web surfing experience and 50.7% of respondents say they stop watching a video once an in-stream ad is run. 70% said that they pay no more attention to in-stream video ads than they do other creative ad units on the page.
"In-stream video is not getting the benefit advertisers hoped," said David Cooperstein, chief marketing officer for Burst. "People are expecting the content—not to be interrupted by an ad.”
This and other findings continue to tell us what most of us know, and what I am sure many of you are working on fixing. Namely, we need more effective video advertising options.
It seems that the overall consensus is towards contextual video advertising as the solution. While some may disagree, we know that there are already several formats being utilized and many startups have formed to address this need. Online video advertising is really still somewhat of a fresh frontier in the monetization of Web 2.0. Adbrite was first one of the first to market with Adbrite In-Video. Now there are too many to list... Here are just a few more:
Last year, I wrote a post about pre-roll video advertising, titled, "Are Video Pre-Roll Ads a Thing of the Past?" Perhaps I will write another one next year but clearly they are still very much alive. In-stream video advertising still drives the majority of online video advertising revenues. However, all signs point to the absolute mandate to develop alternative, effective online video adverting standards.
The study had several other interesting findings....
- 72.1% of respondents viewed online video content.
- 58.6% of respondents 65 years and older viewed online video
- 58.8% of respondents view online video content at least once a week.
- 67.6% of men versus 49.4% of women view online video content over the course of the week.
- 33.7% of 18-24 yr old men watch some type of online video content daily.