Based on the survey data from Phase II Cross-media Research in Feb 2012, online video ads have beaten the television ads by more than 20% in user acceptance.
Online video ads have stronger impact than TV ads
With lower repetition rate and more attractive formats, online video ads are more acceptable than TV ads as the guide of users’ video consumption. Online video ads play 10 to 45 seconds while TV ads last up to 20 minutes. The duration matters a lot since people will be bored if forced to accept too much advertisement.
Also, audience have higher trust for online video ads. One reason is that online video operators have gained high recognition among netizens. The other one is because of the influence of some big brands, who have taken the lead in digital marketing.
Video subscribers have higher tolerance for ads
In order to watch the free online videos, users keep adjusting their tolerance for ads. The longer the video last, the more ads users accept. For example, people can accept ads playing ads for 2.4 times for a 40-minute online video.