Online newspaper readers shy from video ads

Running a commercial before a video on your newspaper Web site is a good way to lose about 25 percent of your audience, a new study says.

TubeMogul, an online video research and analytics outfit, according to Media Daily News, “found that one-quarter of visitors who click on an online video link on a newspaper Web site will close or navigate away from the video window without watching the video if a pre-roll ad begins playing.”

The number is the same at magazines’ sites, but fewer visitors to broadcast media Web sites — about 11 percent — peel away, apparently because commercials are expected.

The general “quit rate” for online video links preceded by video advertising averaged around 17 percent.

TubeMogul observed online interactions with 1.8 million video streams over a two-day period, Media Daily says.

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