You’re braced for the edge-of-your-seat action rescue scene when it hits you right between the peepers – a 5-minute blitz of TV commercials. Soap, cars, aspirin, polish, and powders. Hey, somebody has to support those dedicated TV crews. So you wait it out until the heroics resume. But at least you know this isn’t the worst kind of media interruption. There’s something even more annoying out there …
This source of public annoyance was revealed by a recent survey of 700 consumers. Conducting the poll was ad buying company Strata. According to the survey, a hefty 36% of respondents consider online video ads more annoying than the TV variety. About 50% deemed TV and online video ads equally annoying. The remaining fraction, about 12%, felt that TV commercials were the greater irritant.
Those surveyed listed two primary reasons for wanting to skip online video ads: repetition of the same content and misguided messaging – the ads simply weren’t speaking to them.
There is, however, a silver lining to this cloud. Many respondents are more inclined to view online video ads spiced with comedy or entertainment – exactly the qualities that keep audiences glued to TV commercials.
Of course, monetary considerations still ruled – most survey participants will take online video ads over paid-for content any day of the week. A mere 18% were willing to fork over money for the privilege of avoiding web commercials.
These results are an obvious wakeup call for the legions of brand marketers and media companies stepping up production of online video. And you can count on plenty of production – the online video ad market is expected to climb by 39% in 2015, with spend hitting about $5.7 billion.
If you have any questions or comments about online video marketing, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.