Grantastic Designs’ Blog

In today’s article at the SearchEngineWatch blog, I posted on the video search engine blinkx’s new partnership with the UK online video advertising network Utarget, which will be featuring pre-roll ads for blinkx’s UK video inventory, including media partners ITN News and ITN Celebrity. (Apparently this will not include other UK media partners, such as BBC News.)

What I found interesting to learn is that the UK audience seems to be more receptive to pre-roll ads than over here in the U.S. According to a YouGov study (commissed by UTarget Networks), 93% of UK users are opn to pre-roll online video advertising, provided that the ads don’t extend past 15 seconds in length.

As someone who watches a great deal of video online, the majority of pre-roll ads I come across for U.S. sites tend to fall in the 30-second time frame. That tends to show that most ad agencies still are operating with the broadcast television mentality, rather than working with the internet medium of shorter spurts. This has actually been acknowledged by some creative media agencies I’ve spoken with in the Chicago area, who are trying to work with their clients on not just repackaging their television content for the web, but producing more stand-alone internet video content which falls in the shorter 15-second pre-roll time.

This entry was posted on Thursday, September 13th, 2007 at 7:15 am and is filed under online video – advertising, video search engines. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.