ADOTAS — Are video ads waning in influence already or are they seeking the right level of engagement?
In a recent poll by Knowledge Network, 80 percent of online network TV viewers would prefer to view ads in exchange for unpaid video content, up from 67 percent in 2006. According to eMarketer, this includes viewing preroll ads, the most popular video ad format currently available. In 2008, 7 percentage points more network TV viewers said they watched videos with preroll ads than did in 2006.
But action resulting from playing ads has declined between 2006 and 2008. Nine percentage points fewer viewers, 17 percent, forwarded ads to others. In addition, three percentage points fewer, 25 percent, went to an advertiser’s Website to see an ad.
So the question is if online video ads need to get better to be more effective? I remember more the ones that forced me to interact with them then the ones that just played in front of me like TV. Maybe that’s the answer. You need to actively engage the ad to get back to view the video.
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