Online Video Ads Better Than Pop-Up, TV Ads, Survey Says

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Consumers find online video ads to be less objectionable than television and pop-up ads, according to a new study released yesterday.


The study of 3,800 consumers, conducted by market research firm Dynamic Logic for online ad company Viewpoint, New York, found that consumers' annoyance rates for video ads were much lower than for television and online pop-up ads.


The annoyance rates for the three online video units tested were 26 percent, compared to a 57 percent annoyance rate for television ads and a 78 percent annoyance rate for pop-up ads.


"While consumers liken online video ads to TV commercials, they are more accepting of TV-like ads when presented online," according to Viewpoint.


Consumers are also very happy with the quality of online video ads. They said the videos were the "best they had ever seen."


"Consumers are more receptive to online video advertising than ever before and, unlike television, online video offers advertisers a unique way to interact and connect with consumers," said Jay Amato, CEO of Viewpoint.


Dynamic Logic tested three types of Viewpoint's video ads -- Unicast Transitional video (video and interactive ads shown to consumers as they navigate between pages), Unicast Pre-roll video (video that plays immediately before content) and Unicast In-page banners (video and interactive ads embedded within Web pages that can expand).


Pre-roll video was the most effective of the three in increasing brand awareness and consumers' association between a spokesperson and a message.


Transitional video was 20 percent more successful than the other two formats in affecting purchase intent. Unicast's In-page banners performed positively in raising spokesperson/message association and brand favorability, but not as high as the other two formats.


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