According to Forrester, social media ad spend in the EU is set to rise to $23.5 billion over the next five years. That’s HUGE.
Social is a massive opportunity for brands to engage with audiences, especially given users share and engage with video ads now more than ever. But what effect does it have on the viewer?
- More than half of viewers will skip a video in its entirety when faced with pre-roll ads, and mid-roll ads fare worse: 60% abandon the video once the ad starts playing and only 5% will share it - Disruptive advertising on social media content impacts likelihood to like and share videos on social media- a key path to content discovery on social channels. Nearly half of people say a pre-roll ad on social media makes them less likely to like the video (44%) or share the video (46%); over half of people say a mid-roll ad on social media makes them less likely to like the video (57%) or share the video (59%) -Fifty-seven percent of viewers say they have been tempted or have abandoned a social platform based on advertising disruption