Abstract
Of 16 advertising tactics and media, online video ads ranked near the bottom
for trust in an April 2009 Nielsen Online survey, among both the total
respondent group and even teens, who are presumably more accustomed to online
marketing.
To surmount this hurdle, marketers must develop a mix of ad formats that suits
the increasingly varied content consumed by the audience. For example, most
video streams watched are 5 minutes or less. At the same time, more and more
short content is professionally created, making it safe for brand marketers.
Therefore, a less intrusive mix of preroll and other ad delivery formats, such
as overlays, could help reduce audience resistance.
In addition, content providers are making more full TV shows and movies
available online, slowly shifting audience viewing time away from television
to the computer screen. That trend creates support for more-extensive video
ads, such as longer preroll or midroll placements with creative that rivals TV
commercials for influencing the audience.
This eMarketer report will give marketers, content producers and distributors
the information they need to stay current with the fast-changing world of
online video.
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