Study: Ad Uptick on ABC Site Not Keeping Users Away

While many online video providers boast of limiting commercials to enhance the viewing experience, the Disney-Nielsen study found that doubling the ad load in a full-length program shown on ABC.com didn’t decrease customer satisfaction.

The research also discovered that increasing the number of brands from one to as many as four in a single episode not only didn’t diminish the advertised brand or product, but actually improved perceptions of that advertiser.

“This presents an interesting opportunity for advertisers to really look at efficiencies and how we’re managing our inventory,” said Albert Cheng, executive vp digital media at DATG, at a NATPE panel, Wednesday.