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Viewers Don’t Engage With Video Ads: Study
ADOTAS — Americans are seeing more online video ads than ever – but they’re not really watching them, a new study released by online gaming site Slingo.com finds. More than 154 million Americans will watch online videos this year – a 12.1% increase over last year, according to eMarketer.
Another interactive advertising study, conducted by Burst Media in December of last year, concluded that 50.7% of online video consumers stopped watching when they ran into an in-stream advertisement.
But there is hope: depending on the content of the ad. The ad’s placement is key too. “When video ads are served in front of non-video content … the online viewer has a much bigger stake in the overall experience, because the payoff to the end-user after the video ad has played is higher,” said Steve Silberberg, head of ad sales development for the digital interactive company Slingo.
Compared to the ads people watch on TV (or fast-forward through on their DVRs) are relatively short in the context of the show they’re watching: viewers of an hour-long primetime show can expect up to five minutes of ads. But two-minute online videos are often prefaced with a 30-second pre-roll ad – eating up 25% of the overall viewing experience in one shot versus 8.3% in several chunks.
In other online video news, comScore recently released a study that found that online video viewership was down slightly in January after a record-busting December. But don’t whip out your hankies yet: the total number of videos watched? 9.8 billion, down from 10.1 billion in December. (All the bored kids on winter break probably skewed the numbers up anyway).
And no surprise here — YouTube is the video king: more than a third of the 9.8 billion videos were viewed on its site.
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