Advertising failing to address online video opportunity

Even though online video has been a success story for the last two years or more, advertisers’ failure to interpret visual online content is alienating consumers, new research from WeSEE has revealed.

The top line findings of the survey from the advertising and visual classification company found that nearly half of consumers (47%) spend at least 15 minutes a day browsing visual content such as images and videos online. This is even higher in younger age groups, with 83% of 18-25-year-olds spending this amount of time looking at visual content online and over a fifth of this age bracket spending an hour or more a day doing so.

Yet despite this uptake of online video content and the commensurate opportunities presented to advertisers, the business is not fulfilling this potential. A worrying 70% are bothered by or ignore video advertising on sites such as YouTube and Netflix.

However, a fifth of subscribers also say they didn’t mind ads in video content online, so long as it is relevant to them, and 30% say that they are willing to engage with online advertising if it introduces them to a new product or service that is relevant to their interest.