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| Viewers prefer to choose the streaming ads they view |
| Thursday, 18 March 2010 00:00 |
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Consumers are more likely to remember streaming online ads they choose to view themselves, new research reveals.
According to a study conducted by Vivaki, consumers tend to forget the streaming ads that are forced upon but are more likely to remember ads they seek out for themselves. "Having to select an ad makes consumers more engaged," Beth Uyenco, global research director of Microsoft's advertising and publisher solutions group told the Wall Street Journal. The findings are the result of a year-long test led by advertising company Publicis Groupe, Yahoo, Microsoft, CBS and streaming video website Hulu. The tests revealed that the ad selector format, which allows online video viewers to pick one of three streaming ads to watch, was more popular than other formats. One of the least preferred was the pre-roll ads, which require viewers to sit through an ad before viewing online streaming video clips. Tremor media recently launched a number of new streaming video formats that focus on viewer engagement.  |