In what sounds like striking, not to say disturbing news for brands and advertisers alike, younger viewers of online video and TV reportedly find targeted ads more intrusive than their older counterparts – according to new research by STRATA.
STRATA conducted a national online survey of 675 adults, ages 18 and up, that watch online videos or TV programming online. Of those that found targeted ads more invasive than non-targeted ads, 64% were between the ages of 18-44 as compared to 36% of those who were 45 and up. Targeted and non-targeted ads were found to be equally invasive by a majority of those in the older demographics. Seventy-six percent of those in the 60+ age bracket and 61% of those in the 45-60 demographic found both types of video ads to be just as intrusive. Younger viewers aged 18-29 and 30-44 responded at lower rates of 52% and 54%, respectively.
Younger viewers also found online video ads to be more “annoying” than their parents. Within the 18-29 demographic, 43% answered that online video ads are more vexing than TV ads compared to 24% of those in the over 60 group.
“We continue to see strong growth in the video advertising market, and most find value in ads that are helpful or entertaining. That being said, 90% percent of respondents said that ads are targeted incorrectly at least some of the time. As the industry gains a better understanding of the online video landscape, we all need to work on creating the best possible ads and effectively target the right audiences,” says Joy Baer, President of STRATA.
When asked why they would voluntarily watch an online video ad, 51% said they viewed because an ad was funny. That leads all categories, which includes the ad targeting their interests (31%) being and educational/informative (30%).
When skipping video ads, 16% of viewers said they skip because the same ad ran repeatedly. While many viewers find targeted ads nosey, 15% said poor targeting was the primary reason for skipping the ad. Only 10% of respondents said that ads are always or usually targeted correctly.
Seventy-seven percent said online video ads they have seen function properly all of or most of the time. Only 5% said the ads never or rarely function.
As online video distribution continues to grow, the majority of survey respondents said they would not pay a premium to avoid online video ads. Only 18% of respondents said they would pay a premium, with younger viewers slightly more inclined to pay. Of those that said they were willing to pay a premium to avoid online video ads, 54% were 18-44 and 45% were 45 and up. Eighty-five percent of those 45-60 and 84% of those 60+ were unwilling to pay any premium to avoid online ads.