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Online Video Ads: Relatively Less Annoying

At OMMA Video, Dynamic Logic’s Research Director, Kara Manatt, released the results of a study on consumers’ responses to various online advertising, MediaPost reports.

In a survey of a representative cross-section of 950 Americans, participants were asked about their views of various online advertising media. The break down:

  • 55% took a “strongly negative” view of pop-ups and pop-unders.
  • 31% were strongly negative on online video ads. (As MediaPost notes, “That’s an easy win against infamously annoying ad formats.”)
  • 27% took a strongly negative view of “advergames.” (Which, I think, would have been higher had they known what the heck you’re talking about. C’mon, taze the gnome games are less annoying?)
  • 21% were strongly negative on skyscraper ads.
  • 18% had a negative view of banner ads.

While online video can still chant, “We’re number two!”, it’s not a good sign: MediaPost says the number of annoyed consumers has been increasing over time. Manatt said, “In the early days of rich media, it was much more effective than non-rich media in getting consumers’ attention. But now there’s essentially no difference.”

MediaPost offers some tips on effective video ads:

While the medium is still evolving, Manatt advised the audience on some tentative rules for online video advertising. She countered widespread criticism of the pre-roll ad model by noting that consumers are much less likely to accept a long ad in the middle of a news clip, with 70% saying they’d rather see it at the beginning. By the same token, consumers are willing to watch a longer pre-roll video ad if they’re trying to watch a longer clip.

Of course, if you ask consumers whether or not they like ads, they’ll tell you no every time. While we’ve reported that “Nearly nine in 10 Americans said they were less likely to buy products that had annoying or offensive ads,” that doesn’t mean that we should stop advertising altogether.

75% of people say they’re overexposed to advertising—but those same people will tell you that having ads sent to them is better than using search engines to find products and businesses. Sometimes I wonder if people really know what they want.

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  • http://www.watersubject.com WaterSubject

    Those results make sense but well, we all hate ads on TV but they all perform good. Somehow content producers etc have to make money, at least to cover the costs and the least annoying form of advertisement should be okay with everyone.

  • http://www.selbourne.com Selbourne Designing

    Video ads have to still take off in a big way. So they would be on top. For one its loads your page and sometimes effects scrolling the page.
    But one thing always remains, most of the ads are annoying but when they are of my interest they do catch my attention and becomes a very useful source for shopping or information or service

  • http://www.bogaziciperde.com Perde

    Marketingpilgrim.com for example has a quite high number of ads, but it’s not annoying at all. I don’t know the formula precisely, but maybe because ads are inregtated well into the main design. Annoyance should be avoided somehow.

  • http://www.englishblinds.co.uk Wooden Pete

    I can’t believe only 55% took a “strongly negative” view of pop-ups. They drive me absolutely crazy, especially before the days when you could block them. I don’t mind video ads so much, some of them are quite good.

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