Burst Media’s Online Insights study, released today, charts the growth in broadband video viewing and the awareness of broadband video advertising.
The study, based on a survey of 2,600 online respondents, found that 69.5 percent of the respondents view video content on the Web. Men are more likely to view video content than women, 76 percent to 60.2 percent. Respondents 35-44 years old and 45-54 years old were as likely to view videos as 18-24 year-olds.
The study also found that 63 percent view videos at least once a week and 72.9 percent do it at home.
The most popular video content is news clips, followed by movie trailers, comedy, music and TV shows.
The important advertising information contained in the study is that 56 percent of viewers recall seeing ads in the content they view and 52.7 percent say they continue watching video content once they see an ad, while 40.4 percent say they stop watching. The other key point is that 25.7 percent of the respondents who recall seeing ads in the video content say they pay more attention to the ads than to standard creative units on the page. But 77 percent of the respondents said ads in online video are intrusive and 62.2 percent said they disrupt their video viewing experience.
Burst Media is an online ad network based in Boston.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More