ABC.com shared results of a research study into the user experience and ad fatigue during a panel at NATPE yesterday, according to the Hollywood Reporter.
Not surprisingly for a premium publisher offering an HD experience, doubling the number of ads from 4 to 8 did not negatively impact user satisfaction. It’s important to note that this was a study of hour-long programing (Grey’s Anatomy).
The study also found that rotating up to 4 different advertisers during the program improved perceptions of that advertiser. Interestingly, that doesn’t bode well for the sponsorship model that has previously dominated the premium video content experience. I’m curious to see the impact of this study on CPMs.
The study included 12 advertisers using :30 second pre- and mid-roll. I’m looking forward to seeing a similar study that includes :15 second units as well. Liz Gannes at NewTeeVee also raises an interesting point that I’ve struggled with as a viewer of broadband content on my TV. What is the impact of having to click to continue the program vs. following a linear TV experience that does not require user input? Personally, I’m annoyed at having to pick up the mouse, but it is required if the ad offers any level of interactivity to the user. Still beats having to pick up the remote to fast forward through the ads on TV.
Here’s how to display more ads. Like many people, I use a large monitor and with most Websites there’s a lot of unused space down the left and right. Use some of this unused width for more adverts. Simple!
The server would use Javascript, or a plug-in, to detect the available page width. This suggestion is published to establish prior art.
Great ! I will add this to my bookmarks. TY