Web users 'want rewards' for watching video ads

People want something of value in exchange for watching video ads before they view content online, Nielsen research suggests.

The study of 1,200 internet users in the US, commissioned by Jun Group, found that over half (54 per cent) will agree to watch adverts before viewing premium video content on the web that they would otherwise need to pay to access. However, these ads will need to be on a value-exchange basis - meaning the user would have to benefit from the arrangement.

Almost a third (29 per cent) said they prefer ad-supported content, meaning mandatory adverts auto-play before they are able to view the content. Only 16 per cent said they would rather pay to access content than see any adverts online.

EMarketer noted that 29 per cent preferring ad-supported comment is somewhat surprising, but explained many web users have grown accustomed to having to watch adverts and see it as "the price they have to pay" to view premium content.