42244 0 3 econsultancy_xml <p>IBM's <a href="http://03.ibm.com/industries/media/doc/content/resource/thought/2819300111.html">'End of advertising'</a> survey was completed by 2,400 consumers and 80 ad execs. The lead findings were neither here nor there: 40% of respondents found online video ads more annoying than any other format. And roughly the same amount found them less annoying. </p> <p>Similar studies have found that most people aren't too fond of <a href="/blog/453-users-turned-off-by-in-stream-video-ads">in-stream ads</a>. By contrast, less-intrusive video ad formats like placements and text links weren't so loathed. </p> <p>All of this is something that the video sites are considering carefully; the balance between user experience and revenue. Most people will tolerate a certain level of advertising in return for free content, provided they are kept short, especially pre-roll ads. </p> <p>Meanwhile, a recent Advertising.com report found that <a href="/blog/1680-advertisers-face-video-balancing-act">63% of consumers preferred shorter ads</a>. A YouGov study backs this up: 93% of UK web users are prepared to view pre-rolls so long as they are no longer than 15 seconds. </p> <p>There are of course other ad options available, which users may prefer to in-stream ads. Google/YouTube has rolled out an overlay format - it covers 20% of the screen and allows the viewer to choose whether or not to watch the ad in full. </p> <p>Meanwhile, InSkin Media recently <a href="/blog/1904-inskin-media-s-unobtrusive-video-ad-format">announced a new video ad format</a> that wraps around the video, though it remains to be seen whether or not this will annoy viewers.  </p> <p> <strong>Related stories:</strong> <br /> <a href="/blog/1664-google-launches-in-video-ads-on-youtube">Google launches in-video ads on YouTube</a> </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>IBM's <Link URL="http://03.ibm.com/industries/media/doc/content/resource/thought/2819300111.html" Window="Self">'End of advertising'</Link> survey was completed by 2,400 consumers and 80 ad execs. The lead findings were neither here nor there: 40% of respondents found online video ads more annoying than any other format. And roughly the same amount found them less annoying. </Paragraph> <Paragraph>Similar studies have found that most people aren't too fond of <Link URL="/blog/453-users-turned-off-by-in-stream-video-ads" Window="Self">in-stream ads</Link>. By contrast, less-intrusive video ad formats like placements and text links weren't so loathed. </Paragraph> <Paragraph>All of this is something that the video sites are considering carefully; the balance between user experience and revenue. Most people will tolerate a certain level of advertising in return for free content, provided they are kept short, especially pre-roll ads. </Paragraph> <Paragraph>Meanwhile, a recent Advertising.com report found that <Link URL="/blog/1680-advertisers-face-video-balancing-act" Window="Self">63% of consumers preferred shorter ads</Link>. A YouGov study backs this up: 93% of UK web users are prepared to view pre-rolls so long as they are no longer than 15 seconds. </Paragraph> <Paragraph>There are of course other ad options available, which users may prefer to in-stream ads. Google/YouTube has rolled out an overlay format - it covers 20% of the screen and allows the viewer to choose whether or not to watch the ad in full. </Paragraph> <Paragraph>Meanwhile, InSkin Media recently <Link URL="/blog/1904-inskin-media-s-unobtrusive-video-ad-format" Window="Self">announced a new video ad format</Link> that wraps around the video, though it remains to be seen whether or not this will annoy viewers.  </Paragraph> <Paragraph> <Emphasis>Related stories:</Emphasis> <LineBreak /> <Link URL="/blog/1664-google-launches-in-video-ads-on-youtube" Window="Self">Google launches in-video ads on YouTube</Link> </Paragraph> </FormattedContent> 2007-11-12T11:55:00+00:00 0 1 econsultancy_xml <p> <strong>YouTube and its challengers may be able to earn subscription revenues, if the findings of a new IBM report are accurate.</strong> </p> <p>The study found that the TiVo generation is officially online, with 11% of respondents happy to pay '<em>a little' </em>to remove all advertising from videos. </p> <p> <em>Consider the numbers: </em>Google-owned YouTube pulls in something like 50m unique users a month; let's assume it can charge 'a little', a couple of dollars a month maybe - let's round it up to $24.99 a year for a 'premium user' service. Now let's assume that 11% of users sign up. That's a revenue stream worth $137m annually...</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>YouTube and its challengers may be able to earn subscription revenues, if the findings of a new IBM report are accurate.</Emphasis> </Paragraph> <Paragraph>The study found that the TiVo generation is officially online, with 11% of respondents happy to pay '<Quote>a little' </Quote>to remove all advertising from videos. </Paragraph> <Paragraph> <Quote>Consider the numbers: </Quote>Google-owned YouTube pulls in something like 50m unique users a month; let's assume it can charge 'a little', a couple of dollars a month maybe - let's round it up to $24.99 a year for a 'premium user' service. Now let's assume that 11% of users sign up. That's a revenue stream worth $137m annually...</Paragraph> </FormattedContent> false 1931 <p>For stats relating to online video, see Econsultancy's <strong><a href="http://econsultancy.com/reports/technology-adoption-statistics">Technology Adoption Statistics Compendium</a></strong>.</p> <p>For stats relating to online video, see Econsultancy's <strong><a href="http://econsultancy.com/reports/technology-adoption-statistics">Technology Adoption Statistics Compendium</a></strong>.</p> 364572 One in 10 will pay to remove YouTube ads false 2007-11-12T17:15:00+00:00 one-in-10-will-pay-to-remove-youtube-ads 2009-04-30T06:36:42+01:00 2009-10-13T09:24:46+01:00 981