Why in-stream ad frequency is rising -- and why it'll rise further

Nate Elliott

Earlier this month, Corey Kronengold at Online Video Watch was complaining about the in-stream ad load at MLB.tv. But unfortunately for Corey – and for the other two-thirds of US Internet users who now watch online video – the ad load seems likely to get heavier rather than lighter.

In the fourth quarter of 2009, my team and I spent at least 30 minutes watching video on each of 84 leading sites in the US and Europe to better understand how marketers and sites are deploying online video ads – an exercise I’ve conducted each of the past three years. What did we find? Advertising, and a lot of it. In fact, 85% of US web sites and 64% of European sites now accept in-stream ads. And we saw more advertising per online video hour than ever before. 

85% of US web sites accept in-stream video ads

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