A survey of nearly 5,000 internet users found only 12% to be "extremely bothered" by online video ads, such as pre-roll video ads.
By comparison, 23% are "extremely bothered" by TV ads, and 8% feel the same way about cinema ads. Online video ads are significantly more accepted than online pop-up ads: 60% claim to be "extremely bothered" by them.
Nearly two in three respondents (58%) said they found the ads "entertaining", but only 41% claim to enjoy online video ads.
However, the emerging ad format has some way to go in terms of consumer acceptance: 28% said online video ads were too invasive, 11% said too many repeat the same content, and 10% complain it is impossible to avoid such ads.