Net Video Ads: Attention vs. Annoyance

Marketers and Web sites alike are struggling to bring to the Internet ads that resemble television without turning off viewers.  Spending on online video ads represents less than 4 percent of all Internet advertising and just 1 percent of the amount spent on TV, according to eMarketer. But growth is expected - with the research firm forecasting U.S. spending more than tripling to $4.3 billion in 2011 - especially as more viewers embrace full-length TV episodes and other video online.  The challenge is finding the right formula - in the creative approach, the format or the frequency with which the ads appear - so visitors notice the pitches without getting so annoyed that they never come back.

Last Word: Online video content consumption will continue to grow at exponential rates for the next several years.  It is incumbent upon us as marketers to experiment with the most engaging and relevant forms of advertising to accompany that content.  Testing a variety of ad lengths, formats, placements, and technologies will lead to a more satisfying user experience – and ultimately a more impactful ad message.

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