Younger Viewers Find Targeted Ads Invasive

July 15, 2014
According to a survey on online video and TV from STRATA, younger audiences feel that targeted ads are more intrusive than their older ...
According to a survey on online video and TV from STRATA, younger audiences feel that targeted ads are more intrusive than their older counterparts. Of those who found targeted ads more invasive than non-targeted ads, 64% were between the ages of 18-44 as compared to 36% of those who were 45 and older.

Targeted and non-targeted ads were found to be equally invasive by a majority of those in the older demographics. Some 76% of those in the 60+ age bracket and 61% of those in the 45-60 demographic found both types of video ads to be just as intrusive. Younger viewers aged 18-29 and 30-44 responded at lower rates of 52% and 54%, respectively.

Younger viewers also found online video ads to be more annoying than their parents. Within the 18-29 demographic, 43% answered that online video ads are more vexing than TV ads compared to 24% of those in the over 60 group.

The majority of survey respondents said they would not pay a premium to avoid online video ads. Only 18% of respondents said they would pay a premium, with younger viewers slightly more inclined to pay. Of those who said they were willing to pay a premium to avoid online video ads, 54% were 18-44 and 45% were 45 and up. Some 85% of those 45-60 and 84% of those 60+ were unwilling to pay any premium to avoid online ads.