Online viewers wait 21 seconds before zapping video ads

A new survey by Klipmart shows that viewers have a high tolerance for online video advertising.
Stephen Baker

A new study by Klipmart, an online video company, indicates that most Netsurfers have a high tolerance for video ads. According to the release(sorry, couldn't find it online), viewers stick around for an average of 21 seconds of a 30-second online spot. The most popular categories, naturually, are from the entertainment world. People like movie previews and music. Finance? Not so much. I'm betting that these viewership numbers would fall if advertisers made it easier to find the "skip this ad" box.

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