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Study: 56% Of Viewers Skip Online Video Ads & 46% Say Any Ad Over 15-Seconds Is Too Long

Amy Gesenhues on June 20, 2014 at 8:30 am

After surveying viewer engagement with online video and video ads, data provider Adroit Digital found 56 percent of all its survey participants are likely to skip online video ads, while 46 percent said a video ad should be no more than 15 seconds in length.

The study surveyed 2,000 random consumers, age 18 and older, who claimed to own a television, smartphone and personal computer or laptop.

At 64 percent, Adroit Digital said 18 to 24 year olds are most likely to skip online video content, while respondents age 35 to 44 year olds are least likely to skip an online video ad. Of all the respondents, 56 percent said they skip online video ads most of the time.

Do You Skip Online Video Ads?

Adroit study people who skip online video ads

When surveyed on the optimal length for a video ad, 46 percent of the respondents said an ad shouldn’t run longer than 15 seconds.

What Is the Optimal Length for a Video Ad?

According to the findings, the wide majority of respondents – 68 percent – are consuming video content on YouTube. Other online video sources included live television broadcasts, web-enabled devices and Netflix.

How Do You Consume Video Content?

Twenty-eight percent of participants claimed they watch 15 or more hours of video content via a game console or web TV device weekly. Of the participants who watch 15 hours or more of video content per week, 35 – 44 year olds represented the largest group at 33 percent.

About The Author

Amy Gesenhues

Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.