Originally at https://searchenginewatch.com/2016/05/23/state-of-video-advertising-report-what-are-the-most-tolerable-ad-formats/

As video content increases, it’s time for brands to understand their consumers, in order to deliver the most relevant ads to them.

Wibbitz conducted a survey in March about video consumption and consumer sentiments regarding video advertising, hoping to help publishers and consumers reach a middle ground.

Every publisher looking to expand its services to video content needs to understand its audience first, hearing their needs, in order to deliver the best video experience to them.

Here are the most interesting findings from Wibbitz’s report and what we can learn from them:

The changing state of video consumption

Video consumption has been increased during the past years and 26% of people who participated in Wibbitz’s survey responded that they are watching at least one video per day.

Mobile devices have significantly contributed to the increased video consumption, as they make videos more accessible and this can be confirmed by the fact that 55% of the frequent video viewers prefer watching them on their smartphone.

As for the most popular social platform to watch videos, Facebook is a clear winner, as 54% of them picked it as their first social destination for video consumption, and this can also be justified by Facebook’s decision to highlight video content on the users’ news feed, while the launch of Canvas made video advertising even more appealing.

However, these stats may change during the next year, as I personally predict a rise of video consumption on Snapchat.

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Strong preference on silent ads

No matter how often people are watching online videos, they still don’t like ads with sound, or irrelevant messages.

45% of people answered that muted ads are more tolerable, while 39% of them considered targeted ads…

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