One out of four bail on newspaper video ads
Editor & Publisher reports today:
One of every six users who check out an online video will click away before watching any of the actual video if an advertisement precedes it, according to new research from the video analytics company TubeMogul.
That number leaps to about one in four for videos streamed by newspaper and magazine publisher Web sites, TubeMogul said.
This doesn’t surprise me at all. If I click on a link for video and get an ad instead, I nearly always click away again. If it’s something I really, really want to see — like, for example, a Jon Stewart clip — I might hit the mute button for 10 or 20 seconds. I might.
So, here’s my question: Why, then, is the newspaper industry so gung-ho to get into online video?
February 5th, 2010 at 9:25 am
I’m not a marketing or advertising expert, but I think the fact that 75% of viewers are willing to watch an ad is positive. I personally fall in the 25% (usually, at least) and was kind of surprised by these results. This doesn’t sound all that bad to me, though I can see short term problems if a media company promises one audience size, but delivers a smaller one.