ad:tech New York
DM Experts - Expert Pages
Recent Posts Expert Categories
  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

 


 

- Affiliate Marketing
- Blogs
- Co-Reg
- DM University
- Email
- General Internet
- Incentive Marketing
- Lead Generation
- Marketing
- Marketing Tips
- Merger and Aquisitions
- Search
- Social Networks
- Web

ad:tech New York
DM Experts
- Adam Weil
- Colette Dill Lerner
- Danay Escanaverino
- David Rodnitzky
- Doug Garfinkel
- Evan Lovett
- Eyal Vadai
- Jason Hahn
- Jay Weintraub
- Jennine Rexon
- Laura Cruz
- Michael Goldberg
- Scott Pannier
- Sean Mulkeen
- Tanya Alvarez
Web
The Week In Review Headlines from the industry.
To receive daily updates please visit the More...


Online Gambling, Toys, Malls, Travel Sites Gain in July Online gambling, retail and travel information websites saw strong gains in July, according to comSc More...

Playdom Climbs the Charts, Advertising Evolves in Social Gaming Disney's Playdom benefited from some hefty gains in last week’s social game rankings, accordin More...

The Week in Review Headlines from the industry.
To receive daily updates please visit the More...


African-Americans, Women Are the Most Chatty, Teens Dominate Texting Recent numbers from Nielsen show that there are clear divides among different demographic groups reg More...

Online Ad Spending Will Reach $52 Billion in 2011 According to Borrell Associates, total online ad spending is expected to surge 14 percent from 2010 More...

Google's Streaming Search Results and Paid Search Google is testing out a search results page that evolves as you type, showing the user search result More...

Android Users Click on More Ads, Increasing Browsing More Quickly Than iPhone Users According to the latest figures from Chitika, advertisers appear to have an easy choice when it come More...

Google's Dilemma For some reason, seeing "dilemma" used next to a name reminds me of a store right around the corner More...

The Week in Review Headlines from the industry.
To receive daily updates please visit the More...