Not only to consumers want choices in their search for video content, they also want choices when it comes to the ads they’re served. Specifically, they’d like some measure of control. And many sites are experimenting with this kind of thing. Some are letting users choose from a list of potential ads. Others give viewers the option to pause or stop an ad.
Bottom line: when the user feels like they have control over the ad experience, they are often much more engaged with it. It’s human nature, really. Think about it… parents and sports coaches and teachers have been doing this sort of thing for ages–let the students (or children) be involved in setting their own goals, challenges, or routines, and they’ll end up more passionate about it than ever.
eMarketer uses a recent Harris Interactive survey to illustrate how much consumers are starting to value “control” online:
Giving viewers a choice related to their ad experience gives them power, and invests them in the outcome whether they realize it or not.
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