US teens are bothered with annoying Ads: eMarketer research
The social platform with the largest number of daily active users in US among teens is also the most ad-loaded. More than 4 out of 10 teen YouTube users claim that there are too many ads, according to recent article by eMarketer.
Although the statistics seems awful, teens are not willing to stop using YouTube. There could be a number of reasons for that: an increase in video content consumption as a general pattern, or just the lack of alternatives in that kind of content, but it’s about 77% of teens using YouTube daily in comparison with 55% who use Facebook. Among the platforms to attract relatively low ad-related complains are Snapchat and Instagram, and this shows that both companies succeeded in thoughtful integration of ads into their platforms so that to enhance positive user experience.
It is also about the type of ad being presented that can affect teens to complain about it. Debra Aho Williamson, principal analyst at eMarketer, claims that teens may think that there are too many annoying ads on YouTube just because of the type of ad used. For instance, YouTube has pre-roll and mid-roll ads that users need to watch to finally end up with the content they have intended to look through.
Here is an opinion of Leo Eletskikh, Papyrus Technology Evangelist: “Too many ads became the main concern not only for teen viewers on YouTube but for literally any person online. It can happen that video ads and pre-rolls are even longer or the same length as original Videos, e.g. 30 seconds branded ad before the viral video of 30 seconds — in this case the user would receive negative experience on the website and its content. Most of the users are trying to fight with adblocks but in the most of the cases it doesn’t really help. With Papyrus solution users will be balancing between negative experience and their own motivation, getting benefits from every ad impression. Positive user experience makes user happy and as you know happy people as nobody else are open for the new offers and ads.”