Ad-subsidised videos 'more tolerated by web users'

21st July 2008

A growing proportion of consumers are becoming more used to seeing ads when they watch online videos, new research has suggested.

The survey, carried out by Ipsos MediaCT, showed that 82 per cent of respondents believe that displaying ads alongside full-length television shows on the web is a reasonable practice, Advertising Age reports.

This figure fell to 75 per cent for full-length movies and 68 per cent for music videos, with the lowest proportion of positive answers coming in response to amateur and homemade clips.

Adam Wright, director of Ipsos MediaCT, remarked: "The [survey] confirmed the notion that people get the give and take [of ads subsidising video content]."

"If it's premium content, people are willing to sit through ads. It's something that consumers already expect," he added.

Recent research by TDG suggested that ads attached to user-generated content will contribute just four per cent of all video revenue relating to advertising between 2008 and 2013.