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BizReport : Advertising archives : September 14, 2016

92% want online video ad experience improved

European consumers are not happy with the online video advertising experience they are currently subject to and they want things to change, according to new research released by online video solutions provider, Brightcove.

by Helen Leggatt

Of the 4,000 consumers surveyed by Brightcove across three countries - the UK, France and Germany - a whopping 92% said changes need to be made to improve the current online video advertising experience.

Three main issues are identified in Brightcove's report - 'The Ad-Verse Consumer: European Video Advertising Tolerances in the Digital Age' - poor delivery, irrelevancy and volume. More than two-thirds (67%) said they had stopped watching content due to one of these issues. Nearly three-quarters (74%) said they had had a negative experience with the content of an online video ad, while almost as many (73%) had experienced poor video ad delivery, such as failure to load or buffering, and 36% said they had rarely seen a video ad that was relevant to their interests.

When asked what improvements they would like to see made to online video ads, more than half (58%) said they would be more tolerant of them if they were interactive and 57% said they would like ads to be shorter. The ability to fast-forward through ads was an improvement cited by 41% and 21% would prefer it if ads were more targeted to their interests.

"At Brightcove we believe that consumers absolutely have the right to avoid annoying [...] ad experiences but, at the same time, companies have the right to monetize and promote the content they put a lot of money into producing," said Mark Blair, VP of EMEA at Brightcove. "The key to marrying the two is finding a balance - improving the user experience so they are more willing to accept ad content. It should encourage the industry that two thirds (66%) of the consumers who participated in the study say they understand and agree that it is fair for publishers to use online ads to fund free content. But with only one in ten (11%) saying they always have positive experiences with the online ads they are served, the room for improvement is clear."

Tags: advertising, Europe, research, video ad engagement

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