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Online viewers wait 21 seconds before zapping video ads


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October 04, 2005

Online viewers wait 21 seconds before zapping video ads

Stephen Baker

A new study by Klipmart, an online video company, indicates that most Netsurfers have a high tolerance for video ads. According to the release(sorry, couldn't find it online), viewers stick around for an average of 21 seconds of a 30-second online spot. The most popular categories, naturually, are from the entertainment world. People like movie previews and music. Finance? Not so much. I'm betting that these viewership numbers would fall if advertisers made it easier to find the "skip this ad" box.

02:15 PM

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What do you think this means in terms of the future of YouTube? It will be interesting to see how Google approaches this, and if the YouTube users end up blocking their hedonistic time on the web through ad clutter...

Posted by: Mike Sturmer at January 31, 2007 11:16 AM

Need to know how the timing was done, because "21 seconds" probably translates to "less than 10 seconds" when you reckon in the network latency. From the time of first HTTP handshake to the time that the video starts to actually play -- i.e., from the time the stream starts streaming to the time it starts playing -- is probably at least 10 seconds for most people.

Then you have to factor in the amount of time it takes for them to track their mouse pointer to the small pause/stop buttons, and kill the video. Then the latency to record the pause.

Overall, this ends up looking like a very bad number, to me.

I know, I know -- one would like to assume that these factors have been taken into account. But if the study doesn't explicity say that they have been (and the press release certainly doesn't), they probably haven't.

Posted by: eric at February 1, 2007 01:50 PM


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