Consumers More Accepting of Ads in Online Video

FreeWheel study suggests TV model can work in digital

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After years of resistance, consumers are coming around to the notion that advertising is a reasonable enough tradeoff for free online video content.

According to a new report from the video monetization firm FreeWheel, the online video environment is increasingly adopting the look and feel of the 70-year-old TV ad model, as the pre-roll standard gives way to a more comprehensive break structure.

After analyzing 11.3 billion online video views and 6 billion ad views, FreeWheel concluded that consumers appear willing to sit through more commercials when those sponsor messages are surrounded by long-form programming.

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