Remember Rocketboom founder Andrew Baron’s recent critique of ABC’s new Amanda Congdon video blog? One of his chief complaints was the show’s “irrelevant pre-roll ads that outlast many people‚Äôs curiosity.”

While Baron’s critique may not be completely impartial, his experience as a video podcasting pioneer gives him insight into what works and doesn’t work in video podcasts. And new research suggests that Baron is right about intrusive video advertising.

Burst Media has released a study that found 69.5% of survey respondents actively view video content on the web and 56% recall seeing ads in content they have watched.

The study also found that 52.7 percent say they typically continue watching video content once they encounter an advertising unit. That means video publishers could be losing nearly half their potential audience with the use of intrusive ads.

The study found that (77.5 percent) of respondents say advertisements in online video are intrusive and nearly two-thirds (62.2 percent) say advertisements in video content disrupts their web surfing experience

”We did not explore the quality of video ads and if the creative played a role when the ads are abandoned by users. But I suspect that it is a significant factor, especially since one in four users like video more than inert online ads,” says Chuck Moran, manager of market research for Burst. “For users who take the time to watch video ads, their recall rate is pleasantly high.”

The survey highlights that video podcasters and mainstream publishers can learn from the experience of pioneers like Baron and other successful video podcasters and vloggers. Baron’s Rocketboom has focused on creating engaging sponsor ads that features the show host. Vloggers like Ze Frank have successfully used end-of-roll ads.

Even manufacturers are using video podcasting creatively. A great example is the Will It Blend video podcast – an incredibly entertaining way to promote a product that, otherwise, isn’t that exciting.

via Video Podcasting News