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Study: Pre-roll ads scare away users

Posted by Cory Bergman on January 22, 2008

A study by Burst Media reveals that more than half of all internet users bail out of a clip before the pre-roll stops playing, and a significant percentage leave the site entirely. Interestingly, younger users are more tolerant: 35% of 18-24 year olds close out a clip when they see a pre-roll ad, compared to 49.6% of 25-34 year olds. Of course, pre-rolls aren’t going away anytime soon, but I’d certainly call them a transitional video ad unit.

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