Sixty-five percent of people skip online video ads.

Pop-ups, page takeovers, online ads that play automatically and commercials that interrupt someone’s Spotify playlist: these are just some of the ways brands try to get consumers to notice them.

One of the most popular forms of online ad format is the “pre-roll,” which plays before a video, and can be skipped after a certain amount of time. Brands are expected to double spending on digital video by 2020 to around $17bn in the U.S. alone, according to a report from IPG Mediabrands’ Media Lab out this week.

IPG’s figures suggest that 65 percent of people skip online video advertising, and they do so as soon as they get the chance. Most people skip ads out of habit, with 76 percent saying they do so because it’s an ingrained behavior.

So what is the only media that the audience doesn’t skip the ads? Radio. Did you know that only 8% of radio listeners leave their respective radio station when the ads come on? TV is facing the dreaded PVR and of course Netflix and all the other alternatives. And newspapers are shrinking with less and less ads per issue.

So consider radio in your next media buy. With 90%+ of Canadians listening weekly, it is the right alternative.

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Enjoy the day.

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