Research: most consumers prefer video ads they control

Chris Marlowe

New York, May 18th, 2012 —(Digital Media Wire)— A new focus group study of women’s attitudes toward video advertising found that the majority – 81 percent – preferred ads that they can initiate.

The study, which was conducted by Dynamic Logic, also determined that 72 percent “appreciated” and therefore felt more positively toward video ads that had start and stop controls.

As most advertisers have already learned, context matters too. The study said that 70 percent reported that they’re more likely to ignore ads that are irrelevant to whatever content is on the page, with almost the same proportion (69 percent) being more likely to pay attention to ads that are relevant.

The study was commissioned by Vibrant Media, a premium contextual advertising firm is undoubtedly happy about the results, especially since one of the company’s key products is its Vibrant Lightbox Video, which offers the characteristics the surveyed women rated most highly.

“We’ve seen that the most powerful and relevant online video advertising respects the wants and needs of consumers,” said Cella Irvine, CEO of Vibrant Media. “This study confirms that users are demanding choice, control and relevance if they are going to engage with ads.”

Related links:

Vibrant Media – media summary

Vibrant Media – Vibrant Lightbox Video

Dynamic Logic – official site


About Vibrant
Vibrant (www.vibrantmedia.com) is a world leader in contextual technology aligning billions of words across the Internet with relevant video, information, tools, and advertising. With over 6,500 premium publishers, reaching more than 250 million unique users per month (comScore, 2012), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant works with top brand advertisers such as Microsoft, Unilever, Chrysler and AT&T. The company was founded in 2000 and has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. For more information, visit www.vibrantmedia.com or www.facebook.com/vibrantmedia or http://twitter.com/vibrantmedia.

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