Comments on: Are pre-roll ads too annoying?

By: irfon

irfon — Tue, 12 Dec 2006 15:59:48 +0000

we launched our site to experiment with opt-in object related advertising models. We think pre-roll is a very blunt instrument and wanted to find a way to make the ad experience (necessary business model!) more contextual and personalised. After all in one frame of video you will find a number of object advertising options. We havnt got it right yet but as alan posted above we are after all 2 years ahead of the US!!!

By: alan patrick

alan patrick — Tue, 12 Dec 2006 00:20:10 +0000

Depends on the length of the feature.

10 seconds of pre-roll for a 3 minute sing?
30 secs of pre-roll for a 3 minute song?
5 minutes for a 30 minute show?

Now, how would it change if they were (fairly well) targeted. Different story.

Intrusive ads on the net (pop-ups) by and large failed, but we accept intrusive ads on TV over longer periods - though I do think the US overdoes it compared to other countries.

However, in the digital age it will probably be possible to block even these pre-rolls (see what happened to pop ups) fairly fast.

In a few days time we are due to release our annual update of our broadband media advertising trends, so sign in here if you want a (free) copy of the summary paper. After all, London is supposedly 2 years ahead of the US now according to Terry Semel (plug plug :)

By: Dave Zatz

Dave Zatz — Mon, 11 Dec 2006 19:14:06 +0000

"I’ve never navigated away just to avoid them."

That's the beauty of multi-tabbed browsing. Hop over to another tab (say Yahoo Mail) for the minute or so these things run, and then come back when the real content starts.

By: Jeff

Jeff — Mon, 11 Dec 2006 18:11:17 +0000

I don't think it is a problem for MSM to be running pre-rolls on their shows broadcast on the internet. The problem in my opinion, sits with having to watch a pre-roll on a clip that you clicked a link for and have no idea what you are going to watch. I will never mind watching a web series like Something to be Desired with a pre-roll prior to the show. It is content that I want and don't want to personally pay for. I understand they need to make money to keep producing.

By: Taylor

Taylor — Mon, 11 Dec 2006 18:02:06 +0000

But the big question is how do video producer get revenue from there films on-line? Post-roll? Sponsorship also seems to turn people off…