Nothing causes a hair-pulling tantrum quite like a 30-second spot for Swiffer WetJet that interrupts site visitors from the central focus of their visit: the news video. It?s no wonder ad blocking and ad skipping have become so pervasive, rendering intrusive advertising methods obsolete.
According to a recent survey by ORC International, in conjunction with ad-tech firm Mirriad, a whopping 76 percent reported blocking ads online–a damning indictment of the advertising industry?s unwillingness to respect the user experience.
The standard length for in-stream ads is typically 15 seconds to 30 seconds, depending on the length of the video, and it cannot be skipped.
Longer spots are ?skippable? after the designated time slot. However, these placements charge advertisers whenever the ad loads and regardless of whether the viewer decides to skip. According to ORC International, 90 percent of surveyors skip pre-roll ads and opt for the content. And with the rise of the aforementioned ad blockers, many users are able to avoid ads completely.
So what?s an advertiser to do" The answer: Own up to it and say, ?Video ads need to get better.? To do this, advertisers must keep in mind these three distinct tiers in the ecosystem of video advertising:
The top tier: Premium branded content produced by the content studios inside publishers, such as The New York Times, The Onion and AOL. These are video ads that engage content-hungry consumers, as branded content offers an altern...