Ninety percent of 18- to-34-year-old males would watch a video ad in exchange for free game plays, according to a joint study by rich media firm Eyeblaster and online game site WildTangent. For the
study, researchers surveyed roughly 1,000 respondents from three different vertical sites. The respondents were asked to watch a brief video ad before playing a free game from WildTangent. Researchers
then asked respondents if they minded being served the ad, and whether or not they would return to the site. Overall, 70 percent of respondents didn't mind seeing the ad before playing WildTangent's
games, but the younger crowd were better disposed to the idea: 85 percent of respondents 18-34 didn't mind seeing the ad before the game.