A study by Forrester Research discovered that 80% of web video viewers
said in-stream ads - those placed before and after video clips - were
"annoying," and 75% said they ignore them, AdWeek reports. The study
also found that viewers were much more likely to accept ads placed
alongside clips, or text-based ads.
In-stream ads are popular with advertisers because they make messages
easier to convey to viewers. But those viewers are used to viewing
video clips on sites such as YouTube without these placements, which
they now view as intrusive.
"When you see what's going on with YouTube and short form content,
using the old mode of inserting ads into content when you're looking
at a three-minute video is not going to work as well," said Forrester
Research analyst Brian Haven.
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