Report: Customers Tolerate Shorter Video Ads
According to a new study by podcast search engine PodZinger, customers readily accept video advertising as a “part of doing business” when searching for media content online, but prefer shorter 10 to 15-second ads over 30-second, TV-length ads.
“With Internet video consumption surging, advertisers are clamoring for a best-in-class solution for delivering branded and relevant online messages,” said PodZinger CEO Alex Laats in a statement. “To accomplish that, it is essential to develop a deeper understanding of what consumers are watching and listening.”
PodZinger conducted the study before last month’s launch of the PodZinger video advertising platform. PodZinger, along with media research company Pathfinder Innovation, interviewed people one-on-one in three major markets including Cambridge, Massachusetts (PodZinger’s home town), Chicago and Los Angeles. Participants responded to a list of questions and were also shown demonstration sites to get their reactions to different video advertising formats.
While most participants preferred the 10-15-second ads, they also found those ads “annoying” if they were repeated too often. Nearly ¾ viewed search-related ads positively.
PodZinger concluded that online media search advertising needs to be seen as a new medium, rather than as simply an extension of paid text or TV advertising.
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