People Prefer Silent, End-Roll, Non-Auto-Play Video Ads (Report)

Silence is golden when it comes to video ads, according to a survey of more than 1,100 U.S. Internet users between the ages of 18 and 65 by text-to-video creation platform Wibbitz.

Silence is golden when it comes to video ads, according to a survey of more than 1,100 U.S. Internet users between the ages of 18 and 65 by text-to-video creation platform Wibbitz.

Wibbitz—which counts publishers including USA Today Sports, AOL, Popular Science and Hearst among its clients—also found that:

  • 97 percent of respondents prefer in-video ads to play at the end of the video, so their experience viewing the content is not disturbed.
  • The majority of respondents in all age groups, both genders and on every social network—70 percent in total–are not willing to spend more than 10 seconds watching video ads.
  • 64 percent of respondents who were willing to spend less than 10 seconds watching video ads disapprove of auto-play video ads the most.
  • 80 percent of them prefer silent ads, followed by targeted ads.
  • 55 percent of respondents who were willing to spend 30 to 60 seconds watching video ads prefer targeted ads, and they were more likely to watch on mobile (60 percent) than on desktop (40 percent).
  • Despite general negative attitudes toward ads, the majority of respondents do not use ad blockers, nor would they be willing to pay for subscription-based ad-free experiences.
  • 61 percent of respondents always skip video ads, and 31 percent of that group is most annoyed by mid-roll ads.

Readers: Did any of the findings by Wibbitz surprise you?

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