Online video ads ‘preferred to TV’
- Added:
- Sep 17, 2009
Pre-roll online video advertising is proving to be the most accepted form of advertising rivalling the hegemony of TV as the consumer’s most preferred advertising format, according to new research.
The study, from Tremor Media, looked into customer perceptions of online video advertising. It found that almost twice as many viewers are likely to be ‘extremely bothered’ by traditional TV commercials as by online video advertising.
One in four respondents (23 per cent) say they are ‘extremely bothered’ by traditional TV advertising compared to the one in eight respondents (12 per cent) who felt the same about online video advertising.
The independent study, conducted by German magazine publisher Burda Community Network (BCN) and the online media agency Plan.Net Group used ads from Tremor Media, the digital advertising and content monetisation network.
The survey questioned nearly 5,000 Internet users on ads from drinks makers Coca-Cola and Jägermeister, and snack brands Chio and funny-frisch.
The study also found that 70 per cent of the interviewees thought it was ‘acceptable to have a short commercial’ before the online video that they wanted to watch. Nearly two thirds of respondents (58 per cent) said they found the ads ‘entertaining’.
Tremor Media’s UK Director Adrian Lacey said: “Consumers in this study believed that the video adverts enhanced brand values, making advertisers look cooler, funnier, more creative, more contemporary and ‘better quality’.”
"We already know that there is more consumption of video content online; this study proves that implemented correctly, targeted pre-roll online video campaigns are the most effective form of advertising. They’re more accepted and more engaging than many other forms of advertising.”
Source: www.tremormedia.com
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