Analysis for 'TV Guide'

  • Study: Ads in Short-Form Video More Effective Than Those in Long-Form

    Advertisers and content providers continue to grapple with how to optimize ads in online video, and contributing to the dialogue, this morning AOL is releasing research indicating that ads in short-form videos are more effective than ads in long-form. Based on research involving 800 participants, AOL and its research partner Qualvu found that ads in short-form video had a 25% higher brand recall, produced 42% higher purchase intent and were 26% more likely to be liked. Short-form video is defined as less than 10 minutes with long-form 10 minutes or longer.

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  • Research: 66% of Video Streamers "Hate" Mid-Roll Ads [VIDEO]

    Most viewers know that ads are what pay the freight and so they're inevitable. But that doesn't mean they have to like them. At June's VideoNuze Online Video Advertising Summit, TV Guide.com's EVP & GM Christy Tanner presented the company's latest research, drawn from its panel of 10,000 online users, which showed that 66% of respondents "hate" ads during streaming videos (so-called "mid-rolls"). The hate rate for pre-rolls was 35% and for post-rolls, 32%. That possibly led to a 56% jump in paid streaming from Spring 2011 to Spring 2012.

    Despite this, recent research from FreeWheel showed that even with higher ad loads and the increasing prevalence of mid-rolls, completion rates for both content and ads were up in Q2.

    Christy also noted that 73% of respondents streaming TV shows do so to catch up on missed episodes and 40% for shows discovered mid-season or between seasons, while just 6% do so to cut back on cable. However, the research also showed that 5% cancelled cable. Lots more in Christy's presentation below.

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