Users Have Less Tolerance for Web Video Ads By: Jason Hahn - Topic: Web - Date: November 24, 2006

A study from PodZinger, an audio and video engine search and online advertising network, revealed some interesting findings about Web audio and video content.  One is that Web users are willing to sit through ads that play during their audio and video search so long as these spots are 10 or 15 seconds long.  They view these ads as just part of the Web content search process.

This is the result of shorter attention spans that consumers have when they are online, and indicates that the traditional 30-second ads played on television will not be received well online.

Attention spans are shorter for online video content than online audio content.  Consumers tend to have a one-minute attention span when it comes to online video content, which is considerably shorter than the three-minute attention span they have for online audio content.

Web users also exhibit a disdain for video ads that were played too often, showing that frequency is also a factor to be taken into account when planning video ad campaigns.

Another interesting finding from the study is that users usually only play the first 15% of longer content, such as a 7.5-minute video or a 22-minute audio file.

The study also found that users are almost six times more likely to stream online content than to download it and then play it.

Users also seem to be more flexible and accepting when it comes to ads related to audio and video search.

“If someone is doing a text search while shopping for a DVD, they’re going to want to see ads for DVDs,” said Alex Laats, CEO of PodZinger.  “If someone is doing an audio or video search for DVD player reviews, they’ll accept a wider range of consumer electronics ads as relevant.”

PodZinger’s study also revealed that 85% of all online audio and video activity is related to one of five categories, which include entertainment, technology, news and politics, music, or sports.  Entertainment is the most played content, accounting for 36% of all online video play, but only makes up 6% of all available online video content.

Sources:

http://www.clickz.com/showPage.html?page=3623989