Video advertisement expenditure is expected to increase by over 50% by 2016 in the UK, though the video ads aren’t quite popular among UK consumers, a report from the eMarketer has stated.
The rise will be driven by the digital ad spend growth in the country, that is expected to rise by 52.6% in 2013.
A report, 2013 Consumer Survey from the QuickPlay Media revealed that about 43% of UK video viewers searched for an option to skip the ads, while about 22% respondents did not seem to be bothered by the ads until the ad interruption was short.
The study also revealed that 8% of UK video viewers are of view that all the ads were relevant, while 17% claimed that over half were relevant.
According to a study from Videology, the UK-based digital video advertisers responded that 31.8% of the ads were targeted at the youngest age group of 18 to 24 years, while video ads targeted at elder consumers seen by fewer people, with over-65s accounting for just 2.9%
The report said that in terms of digital advertising, video is becoming incredibly pervasive irrespective of consumer opinion.
UK-based users are spending more time with video media across many platforms, while the marketers are targeting younger, and more digitally-aware consumers with digital video campaigns, the report added.