A large number of European consumers think video advertising ruins the online experience. When questioned, 92% of people in the UK, France and Germany said that changes needed to be made to the format in order to improve the user experience. When asked to identify their specific objections to the form of advertising, the most popular answer was that videos were often irrelevant, followed closely by the amount of video ads across the web. Mark Blair from Brightcove, who conducted the survey, said that “consumers absolutely have the right to avoid intrusive ad experiences but, at the same time, companies have the right to monetise and promote their content”. When asked how they would improve the videos, 58% of respondents said they would be more tolerable if the video was interactive, and 57% said they would like them to be shorter.