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Most viewers (75 per cent) can bear to watch just 10 seconds of an advertisement before starting to watch a video online. A study by Chrome Data Analytics & Media to analyse the impact of ads on online viewing behaviour finds that 36 per cent of the respondents spend 30-60 minutes a day watching online content. YouTube, Facebook and Instagram, in that order, are where most people watch videos.
Forty-two per cent of the respondents say they don’t switch to another video if a skippable ad appears during the video, but 32 per cent would definitely do so if the ads are unskippable. Forty-eight per cent believe the duration of an ad affects viewing behaviour.
With smartphones and other devices making on-the-go accessibility easier and offering greater control over their viewing experience, advertisers have grown more cautious with the ad spend online. Engagement with the audience on their turf is the key. Advertisers need not necessarily talk about their brands, but need to showcase their brand’s relationship with the broader community or larger cultural trends. If placed rightly with an appropriate duration, ads can result in reaching a larger online audience, says the study, which surveyed 983 working professionals in New Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Kolkata.
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