Consumers mostly skip out on in-stream ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 15, 2020, 6:16 PM UTC

In-stream video ads are brand promotions that run before or during a video on a streaming platform like YouTube.

Audiences, for the most part, block out in-stream ads with the bulk of consumers (42%) almost never clicking on them, a HubSpot survey found. While 22% click on a video once a week, 17% click on them 2-3 times a week, and only 4% almost always click on them.

Despite the low interest in clicking on these ads, consumers are still likely to consider buying the products advertised. More than one-third of respondents (37%) said they have purchased a product that they learned about from in-stream ads.

Not surprising, most consumers (37%) said they would click the skip button on in-stream videos as soon as possible. Just above 10% said they usually watch the entire ad if they find it interesting.

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