OPA: You Like 30-second ads Online

Filed in archive Internet TV on June 12, 2007

Look deeply into my eyes, ...

The Online Publishers Association says that Consumers Like 30-Second Pre-Rolls and, as strange as it may sound, those video ads leave a more positive impact on consumers than 15-second ones, according to a study released Wednesday.

And in related news items, the IRS is now among the most respected of institutions, mothers are increasingly pushing their children to become used car salesmen, and

Far be it for me to disagree, but I hasten to point out that the reason God invented the TiVo was to save us from those commercials on television. Seeing them forced upon us in a broadband video stream does not make them any better. In fact, I refuse to wait for the content when that happens. But that's just me.

Forrester analyst Peter Kim tries to clear it up for us: "It makes sense because the OPA isn't factoring in the 'annoying factor.' When you assume that people have gotten past the fact that any pre-roll is annoying, a longer ad is powerful because it gives you time to engage the consumer and deliver a stronger message."

Ah yes. How could I have forgotten that (again) in TV-land, I see no difference from watching 30-second ads and a long infomercial. In fact, now that you point it out Peter, why don't we just pre-roll an entire 30-minute infomercial before each YouTube clip?