Earning cool from preroll
Brand cred. Audiences as less irritated by Internet video advertising than by traditional TV spots, according to a study of 5,000 online users carried out by Burda/Plan.Net/Tremor Media on ads from brands Coca-Cola, Jägermeister, Chio and funny-frisch.
Almost one in four respondents say they are ‘extremely bothered’ by TV advertising, compared to the one in eight respondents who feel the same about online video ads. The study also found that 70% of interviewees thought it acceptable to have a short commercial before the online video that they wanted to watch. Nearly two thirds of respondents said they found the ads entertaining.
“Consumers in this study believed that the video adverts enhanced brand values, making advertisers look cooler, funnier, more creative, more contemporary and better quality,” says Tremor Media’s UK director Adrian Lacey.
