Video advertising is more tolerated by users than banners

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Internet users in Spain spend one in every four hours of their browsing time watching online video content, according to the report “Video marketing and online video advertising : an approach from the user's perspective ”, prepared by the Interactive Advertising Bureau (IAB) and Cool Insights on 600 daily Internet users aged between 18 and 65. This translates into 25% of the time that Internet users spend browsing the Internet on average, and in the case of users aged between 18 and 30, this rises to 35%.

Regarding the video consumption model, most users prefer to view audiovisual content for free, thanks to advertising, rather than paying for it. One in five respondents say they regularly watch the full pre-roll ads that are shown before the desired video. 43% also say they usually watch the ad for a few seconds to decide whether to skip it or not, which can be an opportunity for brand communication.

The study also highlights that, despite the above data, the use of audiovisual content as a communication usa phone number list format and marketing tool continues to be a pending task for major Spanish brands.

The relationship between mobile devices and video consumption is another aspect that stands out in the report: Tablets , in particular, account for more viewing of audiovisual content than smartphones, especially in informative videos, program fragments, series or films.

As for content, most consumers watch films and episodes of television series. Six out of ten respondents usually access these through specific video sites, and to a lesser extent through general search engines and social networks. Users, furthermore, not only consume video, but they share it practically every day. As the study indicates, 59% of respondents do so through email and 51% share it on social networks.

1 Comment . Leave new

Paula | International calls
September 20, 2011 1:38 pm
Well, I see this information as quite logical, given that most video advertising is not only preferable, it is that we find it before the actual video we want to view and therefore we have to put up with it, however it is normal that we get information more easily in the form of image and sound.
I still have a certain little song by Carlos Baute in my head every day when I see a hedgehog…