Consumers say 15 second ads acceptable

Internet users are well aware that the price they pay for free online content is to be subjected to advertising but, according to a new survey from Poll Position, viewers don't like those ads to last too long.

by Helen Leggatt

According to Poll Position's online survey of 1,179 registered U.S. voters ads that are shorter are better when the messages are running prior to free content being displayed.

More than half (54%) of respondents said it was "acceptable" to have 15 seconds of pre-roll advertising. When the ad run time rose to 30 seconds just 12% found it acceptable despite the content they were about to view being free of charge. Just 4% found 45 second ads acceptable and some ad lovers were happy with a full minute of advertising.

In its annual Digital Video Advertising Trends study Break Media found that the rise in online video ad spending witnessed through 2011 is set to continue throughout 2012. While video ads come in a number of formats pre-roll is still the most popular among advertisers.

"Video advertising spending is growing faster than expected, and this is the first time a significant portion of the increased resources devoted to it are coming from television budgets," said Andy Tu, vice president of marketing for Break Media.

"New ad formats and pricing models are changing the landscape for how video inventory is bought and sold. The Cost per View model has clearly caught traction in a short amount of time, and new formats including mobile video and advertising on connected devices will be compelling ways for brands to connect with consumers in the coming year."