92% Of European Consumers Demand Improvement To Online Video Advertising
September 09 2016 - 8:00AM
Business Wire
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 provider, Brightcove 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 to load)
- 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 ad
- Over a third (36%) rarely or never see
an ad relevant to their personal interests
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 declined
- 72% say the range of video ad content
has remained unchanged or declined
- Nearly a quarter (23%) say the volume
and frequency of video ad content has worsened
B-Ad Blockers
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 interactive
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:
Research MethodologyVanson 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.
About BrightcoveBrightcove 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.
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version on businesswire.com: http://www.businesswire.com/news/home/20160909005006/en/
WE Communications for BrightcoveRebecca Lake, +44 (0)207 632
3856rlake@we-worldwide.com
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