Campaign India Team
Oct 13, 2016

'Sixty two per cent Indian viewers like seeing ads online': study

Survey undertaken by video ad tech company Unruly says this contrasts with global average of 28 per cent

'Sixty two per cent Indian viewers like seeing ads online': study
News Corp-owned video ad tech company Unruly has revealed findings from a study which says 62 per cent of Indian viewers like seeing ads for products and services online. The global average for the same is 28 per cent. 
This survey was undertaken in September 2016, amongst a sample of 500 respondents from India.
The survey also found that Indian audiences are 'very receptive' to online video ads. 
Other finds of the survey were:
  • Indians are more likely to want to be control of video ads than the global average. 71 per cent of Indian consumers say they want to be able to control when the ad starts to play and close it whenever they want. The global average is 62 per cent.
  • 83 per cent of Indian consumers would consider using ad blocking software. The worldwide average is 92.6 per cent. The most common reasons why they would block ads are because they think there are too many ads (53 per cent) and because they are sick of seeing the same ad over and over again (52 per cent).
  • Over 20 per cent of Indian viewers consider videos older than a day too late to share (highest worldwide) - 50 per cent of baby boomers and 49 per cent of older millennials think it’s never too late to share good content.
  • Indians are less likely to mute video ads; Less than a third of all Indian viewers mute video adverts.  
  • 77 per cent of Indian viewers lose trust in brands when their ads feel fake. The global average is 76.2 per cent.
  • Indians are most likely worldwide to want future online video ads to be useful and authentic.
  • 79 per cent of Indian viewers want ads to embody the values and behaviours of brands
The survey preceded the company's official launch in India on 11 October. The Indian operations are headed by Vijay Kunduri, commercial director, ASEAN and India. He will be based in Singapore. 
Unruly has 20 offices worldwide. A statement from the company said that it has delivered 130 video campaigns for brands in India which include Diageo, Intel and Unilever from its offices in Europe, North America and Singapore prior.
In India, one dedicated team member each will now be posted at Dow Jones Consulting offices in Mumbai and Delhi.  
Kunduri said, “We’ve been laying the ground for this full launch for well over a year, making sure that all of our tools, services and products have been customised especially for the Indian market.”
Phil Townend, CCO, Unruly Apac, termed India 'the next frontier' in digital advertising growth. 
Campaign India

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