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Video ads on social media do not make the cut for advertisers

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CIOL Video ads on social media do not make the cut for advertisers

We are more likely to watch video ads on websites than those which are posted on social media, a study by Teads has shown. The research reports know us better than we do!

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Teads, a video company that makes money creating—and selling—video formats for top publishers, commissioned the report to understand user engagement with mobile video. The research was based on eye tracking data, which revealed that users spent 24 percent more time watching video ads within premium content on websites than they did watching video ads in social feeds.

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The report also stated that ad recall was twice as high for in-article video as it was for skippable preroll. The consumers are also more likely to buy a product if they come across a video ad on websites or in articles.

As far consumption of video ads on social media is concerned, half of the number of people surveyed scrolled more in social feeds and covered more content but had negligible engagement with ads. According to Teads CEO Bertrand Quesada, the in-article format for publishers is in many ways more respectful of consumers because it seems less intrusive.

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