Nearly six in 10 (58.5%) respondents to the Penthera survey said the most frustrating part of the digital video ad experience was having to watch the same ad repeatedly. The second-most cited frustration was being served too many ads (45.1%), followed by dealing with ads that buffer or don’t play at all and having to watch irrelevant ads (about 30% each).
About seven in 10 (70.2%) adult internet users in Latin America said they did not feel represented in the majority of digital video ads they saw, according to a March 2021 survey conducted by EMI Research Solutions for Penthera.
Daniel Taiz, president and COO of digital video optimization service Penthera, noted that the pandemic has hastened the shift from pay TV to OTT. “That was probably coming already, but [the pandemic] accelerated it … in a way that's not going to go back,” he said. Trend No. 2: App Clips Will Shift App Install Advertising.
Among the main frustrations when streaming from a mobile device were that a video took too long to start up (cited by 46.3% of internet users in France) and buffering issues (47.3%), per Penthera. Advertising was also an issue for 42.0% of respondents. “It's just the balance of the conveniences and inconveniences of mobile,” said Brian Kline, chief product officer at Penthera.