Hallelujah, right? I mean, that's part of what we're all doing here at ReelSEO, video online for advertising and marketing. So it's good to know that our target demographics aren't angry about it. Our erstwhile pals over at eMarketer (I'm not really sure if we're pals or not, but I like to think so) did some research and found out that younger viewers mind ads less then us old stodgy types.
Well not quite the youngest of the young, more along the middle-demographics who are more tolerant. Of course, those age groups are probably also more pragmatic and understand that without ad support a lot of online video wouldn't be so free. I mean it's the main reason I am tolerant of it most of the time, especially when it's very short or I can close it before it's done.
The 18-24 demo in both genders found ads more acceptable than their younger and older counterparts. They also differentiate between them and TV ads more than the age groups around them, but not by much. The least tolerant of online ads? Old men, little girls and young women. A strange combination if you pooled them all together. It makes me think that something is wrong with that research somewhere really. Granted what do the 8-17 year-olds really know about advertising aside from the fact that it's holding them back from their favorite Miley Cyrus video or keeping them from seeing some porn. Seriously, the Internet was made for porn, not video ads...right? (It's Friday...give me some slack).
Overall, about 50% said that online video ads are just as acceptable as their TV counterparts. Makes sense doesn't it? We all need that quick run to the toilet or the fridge, or the toilet then the fridge before the action commences once again in our favorite video stream, so ads help in that regard.
Only 7% said they are more acceptable (a surprisingly large percentage if you ask me) and 22% simply couldn't be bothered to form an opinion on the matter. Well, at least that's only half as many that couldn't bother to get out and vote.
Check out this quote from the report:
comScore reported a "sweet spot" of online video advertising of about 6 to 7 minutes per hour, significantly more ad time than the current norm of about 4 minutes per hour shown against online TV content.
Of course that doesn't add up to quite as much as the 20 minutes per hour we tolerate in television. Hell, if I could get the TV at the same time or slightly after it was aired on broadcast, and was forced to sit through 10 minutes of ads, even that would be a bonus I think. How's that for pragmatism? It's still the same content with half the ads...sounds like a winning TV streaming site slogan to me. All the caffeine, half the adverts.