The Latest Insights from International Online Marketing
Research by IMS Group and comScore has revealed that many people in Latin America have a negative attitude towards digital video adverts.
Two thirds of respondents said they skipped over ads in online videos whenever possible, with just over half also saying that they would watch more online videos if there were no ads.
A third even said that they would be willing to pay to watch online videos if it meant they didn’t have to see any ads.
It is not entirely bad news for online video advertisers targeting the region, however. The research found that 44% said that seeing video ads motivated them find out more about the product or company being advertised, including motivating them to visit the company website.
36% also said that seeing video ads motivated them to actually shop for a brand.
This suggests that video ads do have a big impact on viewer behaviour, even if these viewers would rather not see the ads.