(Entertainment-NewsWire.com, July 02, 2013 ) San Francisco, CA -- Online video viewers expect to see small advertising interruptions, and that is why newspapers were able to adopt them in order to make some much-needed cash for their websites, according to researchers.
Murdoch University researcher leader, Steve Bellman examined the attitudes of individuals toward advertisements found within online content. He looked at popular sites such as YouTube and Hulu, finding that there was a general level of acceptance among viewers, as they expected to see such ads as they viewed.
“For years, we've heard the argument that people won't tolerate ads in online content and will jump sites to ad-free content or will download illegally,” Dr Bellman said.
“But our research on web-based video viewing shows that people will accept a certain number of ads.”
Television has created a high tolerance for viewers when it comes to adverts, but only on the medium itself. The clutter of advertising is accepted as simply a part of television. It is, however, not accepted the same way online, according to Bellman.
His study noted that television viewers rated advertisement interruptions as intrusive only if there were 10 or more 30-second ads within an hour. The ideal number was six, according to his research.
“Three ad-minutes per hour online results in high product recall, especially if there is only one ad per break,” Dr Bellman said.
These numbers can help news outlets that are struggling to stay afloat keep their heads above water. “Clearly the old newspaper funding model is dead, but we haven't seen anything come along to replace it, which has resulted in layoffs of journalists and constriction of coverage,” he said.
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