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.