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BizReport : Research archives : November 18, 2007

Video ads go from novel to annoying

Is the novelty of video advertisements wearing off? It would appear so, according to recent research that ranks video advertisements second only to annoying ad formats such as pop-ups.

by Helen Leggatt

dynamic%20logic%20logo.gifOver half, 55 percent, of 950 U.S. Internet users surveyed for Dynamic Logic’s research into consumer responses to various forms of advertising, found pop-ups and pop-unders the most annoying ad formats of all.

Which format ranked second on the list? Not advergames with 27 percent, or skyscrapers with 21 percent or even banner ads with just 18 percent. It was video ads with 31 percent, a figure that has risen over the past few years. Could the novelty of rich media ads be wearing off?

"In the early days of rich media, it was much more effective than non-rich media in getting consumers' attention. But now there's essentially no difference,” said Kara Manatt, research director for Dynamic Logic, who opened the OMMA Video conference.

Manatt’s advice, based on her research, was to ensure that video ad lengths were commensurate with the length of the video – consumers being more likely to accept longer pre-rolls for long video clips. She also advised the OMMA audience that 70 percent of those surveyed preferred to see the ads before the video content (pre-roll), and not in the middle or at the end.

Tags: advertising format, OMMA, online advertising, rich media, video ads

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