92% Of European Consumers Demand Improvement To Online Video Advertising
New Research Indicates Video Ad Experience Could Be Improved By
Shorter, Better Targeted, More Interactive Ads
Nine out of 10 (92%) European consumers agree that changes need to be
made to current online video advertising in order to improve the viewer
experience, according to a new survey of 4,000 consumers in the UK,
France and Germany, which was commissioned by online video solutions
Inc. (NASDAQ: BCOV).
When asked to pinpoint their specific objections to video advertising,
consumers cited irrelevancy, volume and poor delivery - with 67%
choosing to stop watching their selected content as a result of one of
these issues. Additional questions around the online video advertising
experience revealed that:
73% have experienced poor video ad delivery (i.e. buffering, failing
More than half (51%) are frustrated by the number of online video ads
74% have had a negative experience with the content of an online video
Over a third (36%) rarely or never see an ad relevant to their
The findings - published in Brightcove's The Ad-Verse Consumer:
European Video Advertising Tolerances in a Digital Age - highlighted
that, while many respondents agree that the range (54%) and quality
(47%) of online video content has improved in the last year, video
advertising has struggled to keep pace:
73% say the quality of video ad content has remained unchanged or
72% say the range of video ad content has remained unchanged or
Nearly a quarter (23%) say the volume and frequency of video ad
content has worsened
82% know what an ad-blocker is
Of this number...
51% are using or have downloaded one
23% are considering using one
Top reasons for downloading...
Ads were too long (56%)
Ads were irrelevant (45%)
Ads weren't interactive (20%)
Against a backdrop of increasing adoption of ad-blocking technologies,
the findings suggest that publishers need to change their approach to
monetising online video content or risk losing out on viewers and
associated revenue. However, with 50% of consumers admitting that they
are not willing to pay for any type of online video content, simply
switching to a subscription model does not appear to be the answer.
Mark Blair, Vice President of EMEA at Brightcove, explained, "At
Brightcove we believe that consumers absolutely have the right to avoid
broken, annoying and intrusive ad experiences but, at the same time,
companies have the right to monetise and promote the content they put a
lot of money into producing. The key to marrying the two is finding a
balance - improving the user experience so they are more willing to
accept ad content.
"It should encourage the industry that two thirds (66%) of the
consumers who participated in the study say they understand and agree
that it is fair for publishers to use online ads to fund free content.
But with only one in ten (11%) saying they always have positive
experiences with the online ads they are served, the room for
improvement is clear."
When asked for their opinion on the top improvements that could be made,
participating consumers called for the following:
57% would like video ads to be shorter
41% would like the ability to fast forward through the ads
21% would like video ads to be more targeted at them
58% would be more likely to tolerate an online video ad if it is
Further findings from the research are detailed in the full report which
can be downloaded here: http://go.brightcove.com/media-emea-ad-tolerances
Notes to Editors:
Vanson Bourne, the research firm that
conducted the survey, interviewed 4,000 online video content viewers
over the age of 18 years old in the following countries: the UK, France
and Germany (2,000 respondents in the UK, and 1,000 from each of France
and Germany). Fieldwork was conducted in April-May 2016.
Brightcove Inc. (NASDAQ:BCOV) is the
leading global provider of powerful cloud solutions for delivering and
monetizing video across connected devices. The company offers a full
suite of products and services that reduce the cost and complexity
associated with publishing, distributing, measuring and monetizing video
across devices. Brightcove has nearly 5,000 customers in over 70
countries that rely on the company's cloud solutions to successfully
publish high-quality video experiences to audiences everywhere. To learn
more, visit www.brightcove.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160909005006/en/
WE Communications for Brightcove
Rebecca Lake, +44 (0)207 632 3856
Source: Brightcove Inc.
News Provided by Acquire Media
Close window | Back to top