Video advertising with sound: more than half of the Swiss hate it

Respondents feel similarly annoyed when it comes to video advertising in general, where users cannot find a close button. 51.4 percent are frustrated by this and many users are actually affected themselves. For example, 57% stated that a video had already started playing unexpectedly on their own smartphone. 54% then tried to turn off the sound immediately. If this did not work in the shortest possible time, 44% percent left the site as quickly as possible. A fifth of those affected even found the supposed noise disturbance embarrassing and said they had panicked.

Video advertising is muted as a matter of principle

In general, 52% already mute video advertising on news sites. On YouTube and Facebook, the figures are 61% and 47% respectively. Users are not annoyed by video content or video advertising, but by often uncontrolled noises. "But that doesn't have to be the case," says Alex Savic, Managing Director Switzerland at Teads. "Online video advertising can also work very well without sound. Commercials have to arouse the interest of users in a very short time, especially online. Without the right approach, the forced sound doesn't help. On the contrary, it tends to be annoying. The creative implementation must take into account the usage situation on the PC or smartphone. It depends on this whether users decide to watch the video and perhaps even actively switch on the sound if they are interested. "Further information on the study can be found at here.