Reasons For Voluntarily Watching Video Ads, July 2014 [CHART]
Online video ad views are burgeoning, and advertiser spending on video is increasing rapidly. Yet a new STRATA survey of adults who watch online videos or TV programming online indicates that a significant 43% of the coveted 18-29-year-old demographic find online video ads to be more annoying than TV ads, though only 24% of the 60+ crowd concurs. So what are the main reasons why a viewer would voluntarily watch an online video ad as opposed to skipping it?
Of the various options listed, respondents indicated that they are most likely to voluntarily watch an online video ad because it’s funny (51%). That’s the latest piece of data suggesting that online ads can benefit from humor, although research from Unruly suggests that brands are more likely to find viral video success by using an emotional trigger other than humor (or by finding a way to be exceptionally funny). Read the rest at MarketingCharts.