A study released yesterday by the Online Publishers Association revealed that consumers actually favored 30 second pre-roll ads to 15 second pre-roll ads. The OPA also found that companion banner ads had a positive effect: “To lift brand awareness the combination of a pre-roll and a companion proved to be most effective.”
The study looked at ad length (15 or 30 second), ad placement (pre- or post-roll), companion banner ads (with or without), and whether the content was original to the Internet or a repurposed TV commercial.
While they apparently didn’t actually ask if the 1400+ consumers surveyed liked the ads, After the 1400+ participants viewed the ads, the OPA asked whether they liked the ads, whether the ads were relevant and whether the ads improved the consumers’ perception of the brand. Surprisingly, the ads did improve brand perception, even if the consumers’ perception of the brand before viewing the ad was negative–but the 30 second ads more so.
MediaPost quotes Forrester Research’s Peter Kim to explain this finding:
It makes sense because the OPA isn’t factoring in the ‘annoying factor.’ When you assume that people have gotten past the fact that any pre-roll is annoying, a longer ad is powerful because it gives you time to engage the consumer and deliver a stronger message.
So, does it take 10 or 15 seconds to get over the annoyance of a pre-roll ad? Or do you use those few seconds just to look at another tab in your browser anyway?
The finding is particularly interesting since we know YouTube has been considering pre-rolls for a long time.