Kara Manatt of Dynamic Logic breaks down online video trends
After a brief interruption of power â€" perhaps a highly localized LA brownout â€" OMMA Video kicked off with a research update from Kara Manatt, research director for Dynamic Logic. According to Manatt, the company’s Ad Reaction survey of 950 respondents (a representative cross-section of the U.S. population) revealed the following perceptions of online video, versus other online formats. Overall, consumers had the most favorable attitude to the least intrusive ads, including banners, skyscrapers, advergames, and then online video. Towards the bottom (no surprise) were pop-ups and pop-unders. However online video has dropped recently, and Manatt said that’s due to the novelty wearing off. So it’s important to figure out what works.
ÂSo what works?
ÂProportionality: for example, consumers are willing to watch a longer video ad if they’re trying to watch a longer clip. That is, they understand the need for ad support in proportional terms.
ÂPlacement: for example, consumers are much less likely to accept a longer (30 sec) ad in the middle of a news clip. 70% said they would rather get it out of the way at the beginning.
ÂParsimony: of course, less advertising is better!
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