Ads becoming a routine part of online video viewing

Consumers moving to online video to avoid watching ads are finding less relief and more pitches as the number of ads in digital content grew by about two-thirds between December 2011 and December 2012.

That's the conclusion Video Insider's Daisy Whitney reached after doing a little research into the space.

"You're not imagining that you have more time in between programming," she wrote. "In fact, the number of ads in digital video content has grown by nearly two-thirds year-over-year."

It's a trend that has been documented for some time. In December, comScore reported that about a quarter of all online videos contained advertising--compared to 14 percent in December 2011--and that the amount of time people spent watching ads had grown from 1.2 percent of all minutes viewing video online to 1.9 percent. Those kinds of small numbers add up.

Consumer packaged goods (CPG) led the way in online video, according to Whitney, who sourced Videology's fourth quarter report as noting that CPG accounted for about 24 percent of online video ad spending, followed by automotive markets(13 percent) and retail (12 percent). Not sure what to make of this, but financial services took about 8 percent of video spend, travel 6 percent and electronics 5 percent with restaurants coming in last at 4 percent.

However you break it down, it appears that "we're all seeing more online video ads in the programming we watch digitally," she concluded.

For more:
- Video Insider carried this story

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