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NEW YORK While advertisers and content owners rush into Web video, consumers are giving the thumbs-down to the most popular form of integrating brands into the experience: in-stream commercials.
More than 80 percent of Web video viewers polled by Forrester Research called in-stream ads—placements that appear before or after clips—”annoying” and 75 percent said they ignore them.
Less-intrusive advertising, such as placements alongside video, is more palatable: 50 percent of respondents deemed those acceptable. Text links are the Web ad format most preferred by consumers, according to the Forrester research, with 19 percent finding them annoying.
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