The “Right” Number of Ads
Dynamic Logic, bless their heart, conducted a study recently on the reaction to people of ads that interrupt content. I can’t quite figure out what that means, but it seems they included pop-ups or “over-the-content” ads. Yeah, I’d be annoyed too, if I’m watching Quantum of Solace and something started to float over the critical chase scene when Bond and the Bond girl are strapped into an Aston Martin chasing the baddies.
What I found interesting in the article titled “What’s the right amount of advertising?” is that the subtitle is “It can depend on the type of ad” state that not only does it depend on the type of ad, but it depends on the viewer, the viewer’s tastes, the relevancy of the advert to the viewer and the content. Maybe Dynamic Logic can run a study that includes some more variables.
According to the data, another interesting trend is that from 2005 to 2007, the number of people that found it simply unacceptable or borderline unacceptable to have “over-the-content” ads dropped from 48% to 36%. That’s significant. It either means that the ads are getting more relevant, or people are getting more tolerant. I’d suspect the former, given that from 2005 to 2007, the number of ads has increase per piece of content. Maybe in 2 more years, the number of naysayers will drop from 36% to 24%. But hopefully this time, because ads are much more relevant and contextual and tailored. Again, let’s see.
- Jayant Kadambi
Tags: dynamic logic, eMarketer, video ads