Online video ads gaining traction

Online video ads proved surprisingly popular in a survey of advertising formats across the U.S., U.K. and Europe. The Dynamic Logic survey of 2,308 respondents in the U.S., U.K., Spain, Germany, France, the Netherlands and Germany found online video ads were having an increasing impact across all markets, second only to banner ads as most popular.

In fact, online video ads scored "very positive" or "somewhat positive" with 38 percent of respondents in Italy, 33 percent in Spain and 29 percent in Germany.

And the amount of online video watched continues to grow, with 70 percent of Internet users in every major European market, the U.S. (83 percent) and the U.K. (76 percent) having watched video clips. Italy (90 percent) and Spain (87 percent) watch the most daily.

While earlier research showed online video ads tend to break through the clutter and positively influence brand perceptions, how long they should be, placement and frequency is still up for debate. Germans seem the most patient, willing to sit through 30-45 seconds of ads on a five-minute clip; the French prefer five seconds or less. Mon Dieu!

For more:
- Check out the Marketing Week story

Related articles:
Online video ads ready to roll in Europe
Survival tips for short-form video ads

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