Research: Watching online video ads? 56% say they don’t, and 46% say ads should last less than 15 seconds

Research

What: According to a survey carried out by Adoit Digital , 56 % of viewers are likely to skip online video ads while 46 % said a video ad should be no more than 15 seconds in length.
Why it matters: The wide majority of respondents – 68 %– are consuming video content on YouTube.

After surveying around 2,000 Americans ages 18 or older and examining their habits across channels and devices,  in order to measure viewer engagement with online video and video ads, Adroit Digital (a data provider) found that 56 % of all its survey participants are likely to skip online video ads. Furthermore, 46 % said a video ad should be no more than 15 seconds in length.

Adroit-study-people-who-skip-online-video-ads

20% of those viewers said most of the times don’t skip the ads while the resulting 24% actually views the ad. Interesting to notice, respondents age 35 to 44 year olds are among those viewers who are least likely to skip an online video ad.

Most participants claimed to own at least a television, smartphone and personal computer or laptop. 28% of participants claimed they watch 15 or more hours of video content via a game console or web TV device weekly. Of the participants who watch 15 hours or more of video content per week, 35 – 44 year olds represented the largest group at 33%.

How do viewers consume Video Content?

Twenty-eight percent of participants claimed they watch 15 or more hours of video content via a game console or web TV device weekly. Of the participants who watch 15 hours or more of video content per week, 35 – 44 year olds represented the largest group at 33 percent.

  • The wide majority of respondents – 68 percent – are consuming video content on YouTube.
  • 51% of participants said they go for live television
  • 49% other online video sources like Netflix.
  • 30% prefer DVR
  • 25% web-enabled devices (such as Apple TV, Chromecast, Roku, Game Cosole,etc.)
  • 20% other online streaming sources

Optimal Length for a Video Ad

When surveyed on the optimal length for a video ad:

  • 46% of the respondents said an ad shouldn’t run longer than 15 seconds.
  • 31% said it should run between 16 and 30 seconds
  • While 13% considered it should last 1 minute
  • 6% said should be more than 1 minute.

Adroit-study-optimum-length-for-online-video-ad

 


Editorial Staff

Portada Staff

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