Video advertising format in-text roll meets with acceptance
A study by German marketing company OMS puts user acceptance of the new online video advertising format in-text roll to the test.
The result: The integration of moving image advertising in the context of editorial content is well received by Internet users. The study, which is not entirely independent, was conducted by national premium marketer OMS and Sticky Ads TV in collaboration with eResult.
According to the study, more than half of the respondents notice the in-text roll format when they first scroll the web page, but only recognize the video as advertising at second glance. The reason for this is the successful integration of the moving image advertising into the editorial content of the page. 80 percent of the users surveyed would find the video format predominantly neutral and not disturbing.
According to the marketer's study, the novelty and native character of the advertising medium, the possibility of determining the tone themselves and the independent closing of the ad were rated particularly positively. Compared to a conventional advertising medium, the users surveyed also perceived the in-text roll format as significantly more interesting.
About the investigation
The study on OMS's in-text roll video advertising format was conducted by eResult GmbH on behalf of the premium marketer from November 12 to 21, 2014. The explorative short study included an eye-tracking measurement and a subsequent survey as well as a qualitative focus group discussion.
