Neo Marketing Co., Ltd., which provides consumer-oriented research and marketing support, announced the results of a “survey on how people interact with video advertisements” on January 14, 2021. The survey period is from December 23, 2020 to December 24, 2020.
The survey was conducted on 1,000 men and women between the ages of 20 and 69. This survey revealed people’s impressions of and ways of interacting with video advertisements.
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“Survey on how people interact with video advertisements” asked 1,000 men and women between the ages of 20 and 69
More than 90% of people skip video ads midway through
As people are spending more time at home due to working from home and refraining from going out during the coronavirus pandemic, an increasing number of users are watching video sharing sites such as YouTube and video services such as Hulu and Netflix. Opportunities for users to interact with video advertisements that appear before, during, or after videos are naturally increasing, and how do users interact with these video advertisements?
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“Survey on how people interact with video advertisements” asked 1,000 men and women between the ages of 20 and 69.
First, when asked if they skip a video ad when they see it on a video distribution service, over 95% of respondents said they “definitely skip it” (38.8%) and “often skip it” (56.7%). We found that people were skipping video ads.
The top reason why video ads have a bad impression is that they interfere with the video
Next, what are your impressions about video ads?
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“Survey on how people interact with video advertisements” asked 1,000 men and women between the ages of 20 and 69.
When asked what they thought about video ads, more than 60% of respondents had a negative image of them, with 33.1% saying they “somewhat disliked” and 31.1% saying they “disliked” them.
What are the reasons for having such an image?
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“Survey on how people interact with video advertisements” asked 1,000 men and women between the ages of 20 and 69.
When asked what they dislike about video ads, 81.9% of respondents answered that “they interfere with the main video.” Next was “Seeing advertisements for products and services that I am not interested in,” at 59.5%, “Seeing the same advertisements over and over again” at 41.4%, and “Advertising itself not being interesting” at 37.5%.
Although it is difficult to solve the problem of the top-ranked video being obstructed due to the nature of video ads, it is possible to improve the problem of the second-ranked and subsequent advertisements of uninteresting products and services, the same advertisements, and uninteresting advertisements. There’s room.
We will look at the survey results below to see what kind of effects can be expected if improvements are made.
4 reasons to have a good image with video ads
Video advertisements don’t have a very good image, but depending on the content, they can turn into a good image.
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“Survey on how people interact with video advertisements” asked 1,000 men and women between the ages of 20 and 69.
When asked if their impression of a brand/company/product has improved due to the content of a video advertisement they have watched, 26.6% answered “yes” (5.3%) and “sometimes” (21.3%). [I got better] I realized that I have experience.
When asked the reason for this in an open-ended manner,
The content has a story and a message,
The content is impressive and doesn’t seem like an advertisement, or the content is interesting.
Ads that match the user
It was mentioned that the information was advantageous and useful for users.
Based on these answers, we can list the following points for video ads that leave a good impression.
1. Content that tells a story and conveys a message
2. Content that looks interesting and doesn’t look like an advertisement
3. Ads that match the user
4. Information that is advantageous and useful to users
More than 60% of users who had a good impression of a brand/company/product took action
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“Survey on how people interact with video advertisements” asked 1,000 men and women between the ages of 20 and 69.
Users who answered that their impression of a brand/company/product had improved due to the content of a video ad they watched were further asked what actions they took after watching the video ad. .
As a result, “I searched for that brand/company/product on the Internet” was the top answer at 45.9%. Next, 18.0% said “I searched for the brand/company/product on SNS” and 12.4% said “I looked up word of mouth about the brand/company/product,” indicating that they gather information on the Internet. .
Additionally, 34.6% of users answered that they had not taken any action, and it was also revealed that more than 60% of users had taken some kind of action.
This survey revealed that users do not have a good impression of video ads. On the other hand, it was also revealed that more than 60% of users took some kind of action after viewing a video ad that left a positive impression.
By providing users with content that they can relate to and useful content, we hope to improve our image and encourage them to take action regarding our services.
Reference source:
“Survey on how people interact with video advertisements” asked 1,000 men and women between the ages of 20 and 69