Online video ad views and advertiser spending on video is rapidly increasing, but a new STRATA survey polled people who watch online videos or TV programming shows that a 43% of the coveted 18-29-year-old demographic perceive online video ads to be more tedious than their cousins, the TV ads, and 24% of the 60+ crowd concurs.
The survey found that humour (51%), is the top reason why an individual may voluntarily submit themselves to watch an online video ad as opposed to clicking the 'skip' button, and continuing to the broadcast of interest. Second reason to watch an online video ad is, that it is entertaining (43%).
Listed below are the most common reasons for voluntarily watching an online video ad:
Data contained in a recent MarketingCharts Debrief on advertising to Baby Boomers suggests that entertainment value is more appealing to youth, while older consumers will be more drawn to the informative side of an ad. Meanwhile, in terms of targeted ads, the STRATA survey finds that younger viewers tend to find them more intrusive than older viewers.
Finally, only about 1 in 6 respondents said they’d be most likely to watch an online video ad if they were a fan or the actor or actress in the video ad. Research continues to show that consumers don’t ascribe a great deal of influence to celebrities.
About the Data: STRATA conducted a national online survey of 675 adults, ages 18 and up, that watch online videos or TV programming online. The survey was conducted from June 19-24, 2014. Fifty-one percent of the survey’s respondents were female, 49% were male.