People Love Commercials!
It’s a fact - they do. And they love them even more when they’re longer and interrupt the stuff they really want to watch, says the Online Publishers Association in a study released on Wednesday.
The study measured ad likeability, relevance and brand consideration of a number of combinations of ads in online video. The winner: 30-second pre-roll, which beat out banners and 15-second preroll as the most effective methods of advertising.
The thing about focus groups and consumer testing is that it’s all done in an artificial environment, which is why a study like this has no relevance to the real world. Of course longer commercials have more effect on people’s buying habits… when they watch them. If you want to influence buying, the ideal would be to get consumers to watch hour-long propaganda films 24 times per day while hooked up to a machine straight out of A Clockwork Orange. As Forrester analyst Peter Kim points out, “The OPA isn’t factoring in the ‘annoying factor.”
If you’ve ever closed a video because of a preroll ad or switched to another browser window while it played, you know exactly what that means. Our most difficult job as marketers is to get people to pay attention. In order to do that, people need to be engaged, entertained or informed. It’s possible, but admittedlly more difficult than repurposing your TV spots on the web.
The Future of Online Advertising?
[via MediaPost]
This entry was posted on Thursday, June 7th, 2007 at 9:55 am and is filed under Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
