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Good news for online video advertisers
Those that watch video advertisements tend to remember the content of the advert according to a recent Burst Media survey. This generally spells good news for online video advertisers, although there are still some site visitors who find video content intrusive. The survey gathered results from more than 2,600 online visitors.
Helping the survey threw up a number of interesting statistics. As a starting point, 69.5% of visitors actively view video content online, with men being more likely to do so than women – 76% against 60.2%. It seems age is not a factor – those in the 18-24, 35-44, and 45-54 age brackets all showing the same tendency to view online ads.
But the real news for online advertisers is this: of those that take the time to watch video adverts, 6 out of 10 recall the content of the advertisements they have viewed.
And of those that recall the adverts, 1 in 4 claim they pay greater attention to a video advert than a simple static advert on the same webpage.
However, there are some visitors who dislike the use of video in online advertising, believing it to be too intrusive and negatively impacting their web use. Interestingly, women were more likely to express this opinion: 65.2% against 59.8%. And of the visitors that refuse to watch video content,
27.9% say they will immediately click away from the website altogether.
Burst Market Research Manager Chuck Moran adds “We did not explore the quality of video ads and if the creative played a role when the ads are abandoned by users. But I suspect that it is a significant factor, especially since one in four users like video more than inert online ads.”
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