A new study by Marketing Sherpa revealed some interesting behavior about skippable video ads—specifically, the generational differences behind the question: To skip, or not to skip?
They equally divided 2,400 consumers into two groups: satisfied consumers and unsatisfied consumers. The first group was asked Q1; the second group was asked Q2.
Q1: Say you’re watching some online content, and a pre-roll ad for a company that you’re satisfied with starts to play. Do you always skip the ad?
Who said yes?
- 28% of millennials
- 23% of Generation X
- 20% of baby boomers
- 12% of the Silent Generation.
Q2: Say you’re watching some online content, and a pre-roll ad for a company that you’re unsatisfied with starts to play. Do you always skip the ad?
Who said yes?
- 29% of millennials
- 34% of Generation X
- 37% of baby boomers
- 33% of the Silent Generation
Though the differences aren’t drastic, it seems that millennials care more about the format of the ad and less about the brand, while the older a generation is, the more that they seem to connect their brand experiences with their decision to watch the ad.
At Pilch & Barnet, nearly all of the online video advertising we place is unskippable, meaning that users must watch the entire ad in order to access their desired video content. We do this to retain as many impressions as possible. Additionally, we’ve gotten more impressions and view-throughs for a better price with unskippable video ads, where the only way to way to skip the ad is to completely forfeit watching the video.