Overlay video advertising ‘not intrusive to web users’
New research performed by ITV has revealed that web users do not find overlay video advertisements intrusive.
Web users do not find internet advertising using overlay video formats significantly intrusive, new research has revealed.
A survey carried out by ITV’s consumer department on 1,200 internet users interested in local news showed that only nine per cent found overlay video advertisements on a page distracting.
The results revealed that overlay video advertising has no adverse effects on a website from the user’s point of view.
Trials to establish the best format of video advertising to use on sites including a pre-roll ad, a pre-roll ad with a countdown and a Keystream overlay ad, revealed an average click through rate of five per cent.
Overlay ads were found to be five times more effective than pre roll video ads in terms of click through rates.
Director of content at ITV Local Lindsay Charlton said: “Initial results are very encouraging and show a much higher click through rate than pre roll and we have extended the trial to national brands to test this further.”
Meanwhile, YouTube announced last month plans to stream feature-length movies commissioned by Hollywood film companies in a bid to introduce internet advertising to the site to boost profits for the first time.
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