Brand marketers have been advised to expand their usage of professional content – which is often accompanied by advertisements – in order to increase viewer acceptance of online video commercials, according to a new report.

David Hallerman of eMarketer and author of Marketing to the Online Video Audience noted that promoters must increasingly ensure their video ad length is relative to that of its content "so that they are not too pushy" and that they work at tailoring high-quality output for specific internet-based audiences.

He further outlined to those involved in internet marketing services that "the internet audience does not necessarily respond to the same ads in the same way they would after viewing them on TV".

It was also proposed that advertisers offer a revised model with subscription fees supporting programmes with fewer ads.

However, recent findings by academics from two US universities have revealed that consumers are less likely to be impressed with behavioural targeting in advertising campaigns and often do not like bespoke ads.

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