A Starcom study from January 2013, in which participants in the US were shown a controlled series of clips and told that they were either traditional TV programming or original streaming content, found that consumers remained more resistant to commercials in digital formats, with 45% having a negative attitude to such ads vs. 39% who had negative opinions of ads shown on TV.
But the study also showed that viewers may simply have a stronger reaction to video ads overall, whether good or bad. More consumers reported having a positive attitude toward ads in original streaming content (25%) than in TV programming (22%), as well. Read the rest at eMarketer.
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