Even though video ads have been a preferred choice by many advertisers, bran zillion consumers still prefer display ads according to Content Habits 2017 research, by Opinion Box and Contentools. The study carried out in June, included over 1278 internet users in Brazil analysing their online preferences of branded or non branded ad content online.
The overall preference for display video might be due to an overflow of video ads on the social media platforms. Only two out of 10 people heard on the study mentioned that they watch “almost all videos” until the end; and only three out of 10 people said they like autoplay in videos. “There are several situations in which video is an interesting, useful, and attractive tool. This doesn’t mean that it should be used with any kind of content, nor at every situation”, according to the study.
Other findings from the study included:
– Gender and Age: Whereas 55% of women prefer photos, only 39% of Brazilian male internet users prefer this format. Men seem to be more likely to prefer videos, 27% against 16% for women. Even though photos are the preferred format for people aged between 16 and 29 years old, the older the audience, the more likely they are to be attracted by text, especially the +50 years old age group.
– Text: One in five internet users revealed they rarely click on links in texts. Also, 35% say they “almost never” read long texts until the end, and 48% reject long texts in social media.
– Internet Vs Print Media: even though digital media hi increasingly becoming the main source of information, the challenges for monetisation are clear when looking into the audience willingness to pay for content. Only one out of 10 people said they still read text in print media; and only three out of 10 currently pay for some sort of subscription for text content.