Research from comScore has shown that the average TV show is about one-quarter ads, while new figures from comScore indicate that online video ads accounted for just 2.6% of all minutes spent watching online video last month. The frequency of ads seen by online video ad viewers did spike last month, to an average of almost 100 – but how many ads will viewers tolerate in one sitting? A couple of recent studies take a look at this question, from the perspective of online video viewers overall, and according to the smaller subset that are mobile video viewers.
The former study, called “Getting the Balance Right,” was conducted by Murdoch University, RMIT University, and the Disney Media & Advertising Lab in Austin, Texas. Although framed as a way to see how newspapers can make money online, the results have wider applications. Read the rest at MarketingCharts.