By: E&P Staff Online video ads are doing better than pop-ups and pop-unders, with only 31% of those surveyed taking a strongly negative view of video versus 55% for the latter, according to according to Kara Manatt, the research director for Dynamic Logic.
Manatt also noted at the OMMA Video conference that only 18% of consumers have a strongly negative view of banner ads ans 21% for skyscrapers.
The data on consumer perceptions of online video ads was gathered through a recent survey of 950 Americans in a representative cross-section, was an appropriate preamble to determine what's workable in the evolving medium.
Manatt advised the audience on some tentative rules for online video advertising. She countered widespread criticism of the pre-roll ad model by noting that consumers are much less likely to accept a long ad in the middle of a news clip, with 70% saying they'd rather see it at the beginning. Consumers are willing to watch a longer pre-roll video ad if they're trying to watch a longer clip.
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