Online Video Ads Acceptable In Professional Content
User-Generated Video will continue to account for almost half of all online video between 2008 and 2013, but will account for just 4 percent of ad-related online video during the period according to digital analytics firm TDG.
User-Generated video accounts for 42 percent of online video while professional online video represents 58 percent of streams and 96 percent of ad-related revenue, which is unlikely to change over the next five years.
Online video viewers are more likely to accept ads in videos that are professionally produced in exchange for access to free content according to a survey from Ipsos MediaCT. The survey found that three in four viewers said it was reasonable to have advertising appear in professionally produced content.
"Nobody is going to tell you they love advertising," said Adam Wright, director of Ipsos Media CT. "But the [survey] confirmed the notion that people get the give and take. That can be reassuring for many of the people who are trying to crack the code [of ad-subsidized video models]."
The opposite was true with user-generated video with over half saying that it was unacceptable to have ads appear in amateur video.
According to TDG some advantages of online video over TV include engaging the viewer, being able to measure reaction and tracking audience behavior over time. Advertisers are better able to determine return-on-investment and customize ads for specific audiences.