Dive Brief:
- A new study from programmatic media buying group Adroit Digital shows that 56% of survey participants are likely to skip online video ads.
- Of the 2,000 surveyed, 46% reported that any video ad over 15 seconds is too long.
- Age made a difference in how likely a viewer was to skip video ads — viewers between 18 and 24 were mostly likely to skip video ads, while 35- to 44-year-olds were least likely to skip.
Dive Insight:
When the majority of viewers are skipping over the ads, it's a call for change. Adroit Digital's survey offered one piece of advice for change — keep it under 15 seconds. Marketers should be asking themselves what else could help video ads be seen.
