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BizReport : Research archives : July 25, 2008

Consumers find ads in long-form online video 'reasonable'

Advertising within online video is increasing, but what are consumer’s reactions to this intrusion? Ipsos Media CT has released results from their ongoing digital video tracking study which gives some insight into online video viewer attitudes toward video ads.

by Helen Leggatt

Ads within online full-length television episodes are reasonable, according to 87% of consumers surveyed by Ispos for their ongoing study MOTION. Three-quarters also said that ads in long-form online video are very or somewhat reasonable.

"As might be expected, digital video consumers generally find it more acceptable to have advertising included within longer, professionally produced video offerings such as full-length movies or TV shows. Fewer are ready to accept this 'price of admission' for shorter-form content or less-professional, polished content," said Adam Wright, director of Ipsos MediaCT.

Consumers seem to appreciate that they can’t get professional content for free, and ads are a good trade-off. What consumers don’t appreciate are ads in amateur or homemade video content. This could have serious ramifications for the UGG video behemoth, YouTube. The website has reportedly decided to increase upon the paltry 3% of its video library that is currently monetized by inserting more ads. In light of the Ipsos findings this may not prove popular with their users.

Tags: online video, video advertising

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