The Ugly Truth About Why Viewers Hate Being Interrupted by Video Ads

Exclusive study examines how marketers can erase the skip button

Here’s the reality of digital video advertising: Pre-roll really annoys viewers. But advertisers still think it’s their best option.

So how can brands crack the code on online video? What does it take to stop interrupting viewers? That’s the challenge explored in an exclusive survey conducted by Adweek Branded on behalf of GumGum. The research study“Erase the Skip Button”—found that marketers believe that consumers simply don’t like digital video ads. In fact, nearly half rate the pre-roll user experience as poor (12 percent) or fair (36 percent).

Download the complete study, “Erase the Skip Button: Are Six-Second Ads the Answer to Annoyed Video Viewers?”

It may not be that viewers hate pre-roll as much as advertisers aren’t doing it well. Media buyers cite poor execution that can include poor targeting, boring creative and failed frequency capping. The solution may be shorter ads, like six-second unskippable formats, which advertisers and consumers in the survey rated as the most effective and engaging. Of course, these shorter ads also come with their own sets of challenges.

“Erase the Skip Button” provides the insight and advice you’ll need to stop irritating video ad viewers, increase engagement and enhance purchase intent.