In the eyes of marketers (follow up)
Recent online video advertising studies have shown that certain features which define the in-banner ads can make them more or less effective, respectively, more or less annoying in the eyes of the viewers. We are talking about autoplay. Just like in the case of in-stream non-skippable videos which cover the entire screen, these ads may not be to the liking of Internet users, but they still increase brand awareness. The effect is similar to the traditional TV commercials, the annoying ones which drive us up the wall and make us roll our eyes.
We have already established that marketers see these formats of online video advertising as being rather efficient and, at least apparently, not as intrusive as in-stream ads. The video ad can roll quietly on a banner placed on the video content users are trying to watch without really disrupting their online session. Although there is no real certainty on whether or not the viewers actually see their ads, the fact that they keep rolling and they are present on screen is enough for the time being.
In the eyes of the Internet users
The time has come to look over the fence and see how this online video advertising format is received by the viewers. It seems that most of them do not even bother to close the banner as they can just as well watch the content anyway. One exception in this respect is represented by the videos which require subtitles. Marketers must pay attention to this detail as otherwise it may cost them.
Another interesting fact about in-banner ads consists in the fact that they give viewers a sort of control over them as at least the audio feature is user initiated. This means that, unlike the in-stream ads, which start with video and audio and cannot be skipped, the banner rolls on a side of the screen, without any sound, making it is easier to ignore.
Since we have mentioned the autoplay feature and the way in which online video advertising specialists see it as an effective way of raising brand awareness, it is time to see how viewers perceive it. It seems that learning the name of a brand in a forced manner comes with the cost of users associating that name with irritation and an overall aggravation caused by the fact that they cannot skip ahead, mute or access their chosen content.
Take away from the users the power to control what is happening on their own screen and they will not appreciate your efforts to become known to them. On the other hand, a less intrusive nature and more interactive features can make this online video advertising format a valuable tool.
