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Valleywag
Online video ads command sky-high rates — a $30 CPM, or cost per thousand viewers, is typical. Yet more than half of all Web users will stop watching an online video as soon as they see an in-stream advertisement, BurstMedia reports. A full 78.4 percent say in-stream advertisements in online video are "intrusive." And it's not really worth it to you if they do stick around, anyway. Only 21.4 percent of respondents say they remember video ads any better than other advertising forms. That old adage about half of advertising being wasted — we just don't know which half — still rings true.
No surprise: people stop watching video when ads play
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8:53 AM on Tue Jan 22 2008
By Nicholas Carlson
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5 comments
Comments
Wow, $30CPM for video ads, which networks provide that? We're stuck with ~$3CPM...
Again, pre-roll is going to take a bad rap for being implemented poorly or where it shouldn't be. What type of content was this study run against? No mention of length, production value, or vertical category. I'd bet just about anything that the major broadcast networks don't have the same rate of abandonment for their content. Why are we continually surprised that people don't like pre-roll in front of user-generated, poor quality or long-tail content? If a user "really" wanted to watch the video they requested, a :05, :07 or maybe 15 second pre-roll isn't going to be an impediment. We need to see a study that looks at abandonment rates of different types of content before anyone should write off an entire format. What do abandonment rates look like after a user is presented with the facts: "you are about to see a 5/7/10/15/30 second ad"??? I have to believe that users that aren't willing to wait 5-seconds don't really care about the content.
@kloper: [valleywag.com]
online, it's more than half
Batter watch the ads or they'll implant you with the ads...
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