Web Viewers Will Tolerate Twice the Ads in Online Videos
AdAge reports that ABC.com has started research to prove that online viewers will tolerate seeing multiple advertisements when watching popular shows like Grey’s Anatomy (funny, I can’t even tolerate that show.) So in other words, they can serve up ads similar to the way you would watch it on TV, and viewers will be fine with it as long as they get to watch their favorite shows.
I really don’t see how this could be true. Wouldn’t it just further encourage fans to use their DVR or to download the shows elsewhere (illegally or legally—i.e., iTunes). When you watch the shows on ABC’s website, you’re unable to fast forward through the ads. There is so much technology at our fingertips, that it gives viewers so many alternatives then sitting through a forced-commercial version of the show.
ABC said the data show that doubling the number of ads within a show from four to eight “did not affect the viewers’ overall experience with the ABC.com player.”
I honestly can’t believe that’s accurate. If someone told you that you were going to go from a 30 second commercial to two minutes’ worth, I have to believe it would have some type of effect on the viewers’ overall experience. How could it not?
Does ABC’s increase of commercial advertisements ruin or even affect your overall experience? Is this a good move for ABC?