Which ad do you prefer?


| 4 Comments
   Every one of us has seen a video advertisement online, whether we have to watch 15 seconds of it before watching our youtube.com video (called youtube pre-roll advertising) or have to wait until the video stops playing to get back to our Words With Friends game. Online/digital video advertising is clearly growing in popularity...but how effective is it?
 
   The University of Massachusettes at Amherst hoped to solve this. The primary scientific challenge in understanding video ads is the large number of conflicting factors that could influence viewer behavior," said Sitaraman, lead researcher in the project. The problem was the isolation of all the different factors and most importantly, they found, was how the video was watched.

   Some of their conclusions make logical sense. They found that people who frequented the same site over and over were more likely to watch and entire video ad, which is logical because frequent users are more often engaged users. Other results were more surprising, however. It's been much thought that the more relaxed people are in their environment, the greater likelihood the entire video gets watched, and for the advertisers perspective their message gets absorbed. However, the research begged to differ. The found no real environment variations in ad completion rates.

   What does this mean for us, the end users and valuable minds for advertisers to get their message to? I would guess that we will continue to see more and more video ads...until the next new advertising venture starts. A video ad every time you turn on your phone or start up your computer perhaps? Hard to admit, but as long as retail $$ are to be had, advertisers will always be looking for the next, newest and most efficient way to get their message across!

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4 Comments

I loved this post! As a PR major I have taken advertising classes and learned about how effective ads can be. I learned that on Facebook the ads are actually directed to you. They make the ads personal by your search history and location. For example I love Lady Gaga and I am always seeing ads for something Lady Gaga on the right side of my Facebook. Here is an article from 2007 that talks about when Facebook changed their ads to be more personal.

http://online.wsj.com/news/articles/SB118783296519606151

ADs in the beginning of videos only anger the viewer. We are knowledgable that these ads are there for no other reason than to make money for the video provider. The seconds spent watching the ad are thinking about the next available opportunity to hit "skip ad".

Actually i think that any type of ad would make me kind off angry, considering I clicked to watch the video and not to watch an ad. Its also interesting that I read somewhere that the video owner gets a small amount of money every time somebody clicks on their videos, which means that some youtubers do this on purpose, to make money. I remember when we were able to watch videos without having to wait 30 seconds for an ad to finish... miss it...

http://www.youtube.com/watch?v=c_HoPe8sfKI
Guy speaking of ads

This is an interesting post. For me, I don't really like ads as they tend to get in the way. TV is one thing and it is something we have come to accept but can get really annoying (especially with NFL games), but internet videos tend to have people not wanting to watch ads because of the "on-demand" nature of the internet and it's videos. I see it as an obstacle I have to get over to watch the video I went to the site to watch in the first place. Guess that is why ad block is such a popular application for web browsers haha.

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