Online video ad views are burgeoning, and advertiser spending on video is increasing rapidly. Yet a new STRATA survey of adults who watch online videos or TV programming online indicates that a significant 43% of the coveted 18-29-year-old demographic find online video ads to be more annoying than TV ads, though only 24% of the 60+ crowd concurs. So what are the main reasons why a viewer would voluntarily watch an online video ad as opposed to skipping it?
Of the various options listed, respondents indicated that they are most likely to voluntarily watch an online video ad because it’s funny (51%). That’s the latest piece of data suggesting that online ads can benefit from humor, although research from Unruly suggests that brands are more likely to find viral video success by using an emotional trigger other than humor (or by finding a way to be exceptionally funny).
Beyond humor, the STRATA survey indicates that viewers will watch online video ads if they’re entertaining (43%), targeted to their interests (31%) and educational or informative (30%). Data contained in a recent MarketingCharts Debrief [download page] on advertising to Baby Boomers suggests that entertainment value is more appealing to youth, while older consumers will be more drawn to the informative side of an ad. Meanwhile, in terms of targeted ads, the STRATA survey finds that younger viewers tend to find them more intrusive than older viewers.
Finally, only about 1 in 6 respondents said they’d be most likely to watch an online video ad if they were a fan or the actor or actress in the video ad. Research continues to show that consumers don’t ascribe a great deal of influence to celebrities.
About the Data: STRATA conducted a national online survey of 675 adults, ages 18 and up, that watch online videos or TV programming online. The survey was conducted from June 19-24, 2014. Fifty-one percent of the survey’s respondents were female, 49% were male.