January 23, 2008
Streaming Ads Driving Users Away From Content
The New York Times reports on a survey from interactive marketer services company BurstMedia :
Ads are disruptive:
In an online survey of 2,600 respondents, more than three-quarters (78.4 percent) of respondents said in-stream ads are intrusive and fully one-half (50.4 percent) say these ads disrupt their use of the internet.
In-stream ads are a turn-off:
-- When it comes to streaming ads, half (50.7 percent) of the respondents said they stop watching an online video once they see an in-stream advertisement.
-- Two-out-of-five (43.2 percent) do stay on to watch the rest of the online video.
-- While only a small percentage - 15.3 percent - said they immediately leave the site once they encounter an in-stream ad
-- About half (49.7 percent) said the such ads’ presence alone makes them less likely to view other online videos.
It gets worse:
-- 33 percent of respondents said they pay less attention to in-stream ads than they do to other commercial spots on the same page.
Red Herring:
If the numbers in Burst’s survey really do reflect the poor reception of streaming video ads, marketers and publishers are going to have to make some choices.
David Cooperstein, Burst’s CMO, offers some free advice:
For starters, marketers should try shorter spots - go to 5-10 seconds, rather than 15-30 seconds. Secondly, try to advertise on videos that relate in some way to the content. Finally, ad overlays, as YouTube and others have found recently, seem to offer the most promise, as viewers still get to watch their video uninterrupted and advertisers still get to reach their audience.
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