Two ad tech firms presented possible answers last week to advertising’s Dirty Little Secret.
That Secret, of course, is that few people actually watch content-interrupting ads. At a breakfast hosted by the Interactive Advertising Bureau (IAB) in New York City, Head of Market Development Frank Maguire from native ad platform Sharethrough highlighted the bad news.
Eighty-six percent of viewers skip TV ads these days, Sharethrough said, citing a YouGov study for Deloitte. Eighty-seven percent use a second screen while watching TV, particularly during commercials, per Accenture. Ninety percent skip pre-roll ads, says ORC International.
But that’s only half of the bad news. Here’s the rest: About three-quarters of video ad budgets are spent on these kinds of interruptive TV and pre-roll ads, per the Zenith Advertising Expenditure Forecasts.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.