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Pre-Roll Ads Are Ruining Video's Potential

Posted on 6.16.2016

Video consumption is on the rise and is poised to be the dominant form of content consumed - or so the experts would have you believe.

One Facebook VP, in fact, suggested that the News Feed will probably be "all video" within the next five years.

The 2016 Digital News Report, commissioned by the Reuters Institute for the Study of Journalism and conducted by YouGov tells a different story, revealing that only 24 percent of Web users in 26 countries around the world said they watch news video online in a typical week. 

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Apparently, despite the vocal nature of the experts, people seem to prefer text-based news. Fifty-nine percent, in fact, indicated they read a news article with in the prior week, and 41 percent had seen a list of headlines on a news website. Watching news videos, in comparison, was the third most popular way to consume news online (but only 24 percent said they have done so in the previous week).

What's going on? Even though enterprises are producing more and better video, there are some significant challenges. Most of the consumer respondents indicated that it is "quicker and more convenient" to read articles as text-based news, and second, pre-roll video advertisements are a big turn off. In fact, 35 percent of respondents said they don't like the pre-roll ads.


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