Solving The Video Advertising Crisis, brought to you by Rembrand

A brief overview of the current state of video advertising and why the industry is primed and ready for new formats that augment and supplement the interruptive ad, while reflecting the needs and wants of the audience balanced with the needs of advertisers and publishers.

1. Solving The Video
Advertising Crisis
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2. Brought to you by
Executive Summary
The numbers don't lie: consumers are experiencing unprecedented video advertising fatigue.

3. Viewers are Frustrated- Just Look at the Data
70%
Find Digital Ads Annoying
The majority of consumers report being
irritated by the constant barrage of online
advertisements.
86%
Feel Overwhelmed by Ads
The sheer volume and frequency of digital
ads lead to feelings of being overwhelmed
and bombarded.
90%
Skip Ads When Possible
Whether through ad blockers or simply
looking away, consumers actively avoid ads
whenever given the chance.
Brought to you by MediaCat Uk, 2023, Media Post, 2016.

4. In Their Own Words
In response to ad-skipping, platforms rolled out non-skippable and
bumper ads. Here's what viewers have to say:

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"YouTube appear to be [shoveling] ads
down viewer's throats at alarming rates.
My 1 hour podcast that I watch on
Youtube once per week this week took
2 hours 17 minutes to complete. That is
130% extra, just in adverts... That's
insane."
"If you annoy me with your ads, I'm
NEVER going to buy your products. We
need to make this a thing, if we a see a
company bombarding us with ads
everywhere, we should all boycott that
company"
"I genuinely cannot remember the last
time I saw an ad for something and
thought I really wanted/needed it and
bought it. Ads feel so annoying and
blatant these days. Maybe it’s the
platforms I usually consume media on
(YouTube and Reddit basically, as I pay
for streaming without ads) but they’re
just so…. Pervasive and annoying."
YouTube Help, 2024, Reddit, 2024, Reddit, 2024

5. Bad Ads = Damaged Brand Perception
72%
of consumers report a negative brand
perception after poor advertising experiences.
It's not just fleeting annoyance; it's about a deeper erosion of trust. Intrusive, irrelevant, or excessive ads actively
diminish a brand's credibility and make it harder to build lasting connections with consumers.
MarketingProfs
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Annoyance doesn’t just waste impressions — it damages trust.

6. The Cost of Ignoring Experience
71%
of consumers would be less likely to purchase
from a brand due to annoying/intrusive ads.
While some ads might be memorable for their intrusiveness, this memorability often translates into a negative
association, directly impacting purchasing intent. The goal isn't just to be seen, but to be seen favorably.
Research Live, 2023
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7. The Core Challenge
The core challenge for marketers: improving the video ad
experience while finding new ways to engage audiences without
driving audiences away.
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8. The "Necessary Evil" Threshold
Even when consumers accept ads as necessary for lower
subscription costs, they're setting clear boundaries.
Netflix's ad-supported tier shows promising adoption, but
user behavior data shows viewers have much lower
tolerance than traditional TV.
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9. Changing Behaviors
From Acceptance
Consumers have long understood that ads fund the content
they consume, accepting them as a minor, unavoidable part of
the experience.
To Detriment
That tolerance has been broken. Intrusive, repetitive, and
irrelevant video ads now actively damage the brand-consumer
relationship, leading to resentment and avoidance.
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10. Summary
Consumers: annoyed by too many
ads, but know they fund content.
Publishers: need ads, but risk driving
audiences away.
Advertisers: want effectiveness
without creating resentment.
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11. This document highlights why video
advertising needs to be rethought.
Video ads, once tolerated as part of the deal, now create active friction.
Viewers have moved from acceptance to avoidance — skipping,
blocking, or switching platforms altogether.

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12. This isn’t a death sentence for video advertising.

It’s an opportunity to rebuild attention and trust.

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13. Brought to you by
We Don’t Need Fewer Ads —
We Need Better Ones.

14. Brought to you by
Let’s Deep Dive The Problem
Here’s some proof (i.e. data) as to what is going on and why it should matter to you.

15. Consumer patience has quantifiable limits.

Research indicates that beyond 2-3 interruptions per hour,
viewers actively seek alternatives whether through ad blockers,
platform switching, or content abandonment entirely.
Marketing Drive, 2022, arXiv, 2024
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16. Audiences Are Moving Away
From Heavy Ad Loads
CTV vs. Linear: Connected TV carries fewer ads per hour than traditional
linear TV, making it more attractive to modern viewers.
Subscription Shifts: Many audiences now pay for ad-free tiers (Netflix
Premium, YouTube Premium, Disney+ ad-free) to escape interruptions.
Ad Avoidance as Behavior: Viewers increasingly choose platforms and
plans based on ad-light or ad-free experiences.
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17. The Generational Shift Driving the Decline of Linear TV
Younger audiences have moved almost entirely to streaming — and they’re taking attention (and ad dollars) with them
Older Demographics (55+) Younger Demographics (18-34)
Ipsos, 2024
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Still rely on traditional broadcast television
and are used to longer commercial breaks.
Many see ads as part of the viewing
experience and remain more receptive to
brand messaging delivered through linear
channels.

Spend most of their time on streaming and
social platforms, where ad-free or lightly
ad-supported models are the norm. They
view interruptions as intrusive and are more
likely to pay for ad-free options or avoid ads
entirely through skipping and blockers.

18. As a result, the linear audience that once justified high ad loads is
shrinking every year.

These changing expectations directly translate into how much ad
time each audience will actually tolerate.
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19. Ad Load Tolerance: Traditional vs. Streaming
Traditional Linear TV
Decades of conditioning have built a higher tolerance for
commercial breaks. Viewers are accustomed to 16-20 minutes
of ads per hour, treating them as part of the entertainment
experience — a behavior that’s rapidly disappearing.
Streaming Services
Subscribers, accustomed to ad-free experiences, have a lower
tolerance for interruptions. Research shows they accept only 2-3
minutes of ads per hour before considering platform switching
or cancellation.
Voxpopme, 2023, nScreenMedia, 2025
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20. Viewer Behavior: The Data Tells the Story
68%
Use Ad Blockers
Desktop users actively blocking video ads
47%
Skip Immediately
Skip video ads within first 3 seconds
35%
Platform Switch
Change platforms to avoid ads
76%
Ads Not Viewed
Nearly three-quarters of ads are never actually seen.
80%
Ads Lack Attention
The vast majority of ads fail to capture viewer attention for even 2.5
seconds, highlighting a critical engagement gap.
all about Cookies, 2025, Meta, Streaming Media, 2024 ,Ad Age, 2023, amra & elma, 2025
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21. What started as ad fatigue has evolved into
full-on platform migration.
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22. Shift to Streaming
via statistica
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23. The Video Advertising Conundrum:
Challenges for All Stakeholders
Brands
How can brands enhance recall and
improve perception without alienating
customers or harming brand image?
Consumers
What non-interruptive video advertising
experiences will consumers willingly
embrace?
Publishers
How can publishers effectively monetize
content without escalating ad load or
frustrating their audience?
Advertisers
How can advertisers communicate their
messages effectively without
overwhelming the viewer's experience?
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24. Brought to you by
Forced Ad Viewing Is Rising
—And Backfiring
●Publishers leaned on non-skippables, mid-rolls, and
bumpers to guarantee exposure.
●Viewers respond with skips, blocks, and platform
switching; tolerance is 2–3 interruptions/hour
before churn behaviors spike.

●The result: more impressions, less
attention, worse brand sentiment.

25. What about Ad Relevance?
Ads don't have to be a nuisance; they can be a highlight.
The Super Bowl is a prime example of this, where commercials are often anticipated as much as the game itself. 14% of
viewers reported that the ads are the best part of of The Super Bowl. While 14% of viewers might seem modest, it
translates to millions who tune in primarily for the advertisements, demonstrating the immense power of relevant,
engaging, and well-crafted content.
This phenomenon underscores a critical insight: when ads are relevant and entertaining, they cease to be interruptions
and instead become part of the experience viewers actively seek out.
Stat Significant, 2024
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26. The Twist: Annoying but Memorable
Despite consumer frustration, even a 1-second ad can lead
to high brand recall. While interruptions annoy, they can
still embed brands into memory.
But negative awareness is never a good thing.

The Wall Street Journal, 2019
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27. Brought to you by
To understand what’s next, we need to look at where
audiences are actually watching…

28. Viewer Share Across Platforms is
Shifting to Streaming
via Nielson Brought to you by

29. Comparing Ad Loads Across Media
Understanding the video advertising density and interruption patterns across different media platforms reveals distinct user experiences and advertiser challenges.
Linear Television (broadcast +
cable)
16–20 minutes/hour
3–5 breaks, each 2–5 minutes
Connected TV (CTV) (Roku, Hulu,
Peacock, etc.)
4–8 minutes/hour
1–3 shorter breaks
Streaming Platforms (Netflix,
Disney+, Max)
~4 minutes/hour (Netflix, Disney+)5–8
minutes/hour (Freevee, Peacock free tier)
1–2 short breaks; sometimes pre-roll only
Social Media Video (YouTube, TikTok, Instagram, etc.)
Varies widely:• YouTube: ~5–10 mins/hour (1–2 mid-rolls + skippables)• TikTok & Reels: 3–6 mins/hour on avg.
Arc Intermedia, 2024, YouGov, 2024, Venture
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30. Brought to you by
Heavy Loads Drove Migration; Light Loads Cap Revenue
Migration

Linear = 16–20 min/hr;
CTV/streamers run far
lighter loads (often 4–8
min/hr).
Revenue
Cap

Lower loads protect UX
but constrain revenue
It’s time for innovation in format, not just targeting.

31. The Impact of Lower Ad Loads
None of the alternative platforms currently match the sheer volume of video advertising minutes per hour
found on linear TV. This disparity has significant consequences for both content providers and advertisers.
Revenue Constraints for Platforms
Less ad time limits revenue, reducing ability to invest in
content
Limited Reach for Brands
Fewer impressions mean less reach and frequency —
harder to scale awareness
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32. This ongoing decline makes it urgent for advertisers to
rethink how — and where — they engage audiences.
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33. Brought to you by
Let’s Deep Dive The Solution
What are some of the changes that CAN work and that WILL provide a better path forward?

34. The Business Case for Evolution
Current Reality
•Billions of dollars are waiting to be reimagined
through formats that respect attention
•The future of advertising isn’t fewer ads — it’s
better ads
•Diminishing returns on traditional formats
New Opportunity
•Higher completion rates with new
formats
•Improved brand perception and recall
•Better ROI on video advertising spend
•Increased purchase intent

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With new technology and a viewer-first mindset, we can unlock better outcomes for everyone.
Billions in ad spend can work harder when formats work smarter

35. Viewers Have Changed — Advertising Can Too. They don’t just
sit through whatever’s on TV — they actively choose the
shows, videos, and creators they love. That content is highly
personal, customized, and central to their daily lives.
This shift makes advertising within content more powerful than advertising around it. When brands align with content
people already value, ads feel less like interruptions and more like part of the experience. The closer advertising gets to the
stories, creators, and communities that viewers cherish, the more effective and memorable it becomes.
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36. The Innovation Gap: 20 Years of Creative Stagnation
Ad innovation has been around targeting and distribution, not the ads themselves.
We’re entering a new era of creative innovation — one where ad formats evolve alongside the way we watch.
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37. Format Stagnation
30-second spots, pre-rolls, and
midrolls remain unchanged
despite advances in delivery.
Innovation Misdirection
Industry focus on targeting
precision and programmatic
efficiency has overshadowed
creative format evolution and
consumer experience
improvement.
Consumer Disconnection
While targeting became more
sophisticated, ad experiences
became more intrusive, widening
the gap between advertiser goals
and consumer preferences.
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Why Non-Interruptive Ads Remained Niche

38. Maybe Ads Can Be Enjoyable?
The Forgotten Principle
In the rush to optimize for metrics, we've lost sight of a fundamental truth: video
advertising should enhance, not detract from, the user experience.
The most successful campaigns in history — from Apple's "1984" to Nike's "Just
Do It" — were memorable not because they interrupted content, but because they
became content worth watching.
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39. Brought to you by
New Tech Allows for Ad Format Innovation
Scalable technology
now enables
seamless in-content
integrations.
Viewers are actively
choosing context-rich
experiences.
Advertisers can
finally prioritize
quality over quantity
of impressions.

40. The New Equilibrium
Formats that serve brands, audiences, and creators together.
Brands
Achieve positive brand associations and
stronger recall through seamless, non-disruptive
integration.
Consumers
Enjoy uninterrupted, high-quality content without
the frustration of traditional commercial breaks.
Platforms
Secure sustainable monetization models that
enhance user experience, rather than driving
users away.
Content Creators
Monetize content effectively while maintaining
audience trust and creative integrity.
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41. The :30 ad slot isn’t going anywhere.
Streamers rely on the :30—it’s proven and simple.
What’s missing is a better viewer experience.
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Same :30, Different Expectations

42. Brought to you by
From Interruptions to Integrations

The industry won’t
abandon the :30—but it
can’t be the only
monetization slot.
Supplement with
in-content and
moment-based
inventory (pause,
squeeze, VPP).
Turn the content
viewers love into
the ad
experience—
without breaking
the story.

43. New Ad Formats Put Ads
into the Content Viewers
Watch and Love
Viewers pick content they love, ads embedded in that
content (or ads made to look like content) are promising.
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44. “Every order of magnitude change in
advertising has come from native formats”
Terry Kawaja
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45. Brought to you by
Native ads integrated into search experience
Native ads integrated into feed

46. Brought to you by
Native Formats that can Change Video Advertising
Pause Ads


Squeezebacks

In-Content Advertising

47. Brought to you by
Pause Ads: Layer Ads Relevant to Content
Deliver the message
during natural pauses.
●Meet the viewer in a
break they initiate;
zero narrative
disruption.
●High viewability; low
irritation;
context-aware offers.

via Variety

48. Brought to you by
Squeezebacks: Layer Ads Relevant onto Content


Light overlays that
appear during slower
moments.
●Subtle, time-bounded
canvas that preserves
story flow.
●Great for quick
reminders, offers, and
identity assets.
via M+AD!

49. Brought to you by
In-Content Advertising: Insert Brand into
Relevant Content
Put brands in the content
audiences choose.
●Meet the viewer in the
content; zero narrative
disruption.
●High viewability; low
irritation; context-aware
offers.

50. The Way Things Can Work
The critical task ahead is to reconcile the paradox: how do we create video advertising that is not only
highly recalled but also cultivates positive sentiment and strengthens brand loyalty?
Create Memorable Impact
Ensuring ads cut through the noise and are retained in the
consumer's mind, driving recall and recognition.
Generate Positive Association
Building genuine connection and goodwill with the brand,
fostering trust rather than frustration or resentment
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51. Proof of Performance: Integrated Formats Deliver
Measurable Lift
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Food Delivery
+10 ppt Ad Awareness
+14 ppt Brand Awareness
+7 ppt Consideration / +2
ppt Favorability
Auto
+15 ppt Brand Awareness
+13 ppt Purchase Intent
+5 ppt Favorability

Retailer
+12 ppt Unaided Awareness
+9 ppt Brand Favorability
+11 ppt Purchase Intent

52. The Future of Video Advertising
As video advertising continues to evolve, we can expect:
1
Further integration of brands into content experiences
2
More personalized and contextually relevant placements
3
Decreased reliance on interruptive formats
4
Improved metrics for measuring true engagement and impact
5
Better alignment between viewer experience and video
advertising effectiveness
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53. • Interruptive ads are losing effectiveness
• Viewers reward non-disruptive formats
• New formats need to acknowledge the audience to be effective
Key Takeaways
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54. Glossary
https://mediacat.uk/70-of-consumers-find-ads-annoying-new-survey-finds/
https://www.mediapost.com/publications/article/277564/survey-finds-90-of-people-skip-pre-roll-video-ads.html
https://www.marketingdive.com/news/netflixs-ad-supported-subscription-Gen-Z-viewers/63286
https://arxiv.org/abs/2412.05516
https://www.voxpopme.com/learn/blog/consumer-study-netflix-ads/
US viewers see half as many ads today as they did before streaming TV
https://allaboutcookies.org/ad-blocker-adoption#:~:text=We%20asked%20internet%20users%20which,save%20data%20and%20battery%20life .
https://www.facebook.com/business/news/value-of-video#:~:text=That%20data%20shows%20that%20people,awareness%20and%20drive%20purchase%20intent .
https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=162650#:~:text=According%20to%20the%20Bango%20data,are%20introduced%20into%20their%20service
s.
https://adage.com/creativity/work/brands-are-wasting-budget-annoying-ads-do-more-harm-good-new-yougov-survey-finds/2534216/
https://www.amraandelma.com/ad-viewability-statistics/
https://www.iab.com/news/ctv-rebounds-to-double-digit-growth-in-2024/
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55. https://www.iab.com/news/ctv-rebounds-to-double-digit-growth-in-2024/
https://www.marketingcharts.com/digital/display-and-rich-media-73000#:~:text=The%20HubSpot%20survey%20results%20demonstrated,top%205%20formats%20by%20trustw
orthiness
https://www.thewrap.com/streaming-consumers-prefer-ad-supported-tv-hub-research/
Only 30% of YouTube Users Skip Pre-Roll Ads [Correction: 30% in fact WATCH the ads].
https://www.billerud.com/trends-and-cases/all/the-power-of-print/capturing-attention-in-an-increasingly-distracted-world
US viewers see half as many ads today as they did before streaming TV
https://www.strata-gee.com/streaming-surpasses-linear-tv-in-viewership-for-the-first-time-in-may/
https://www.arcintermedia.com/knowledge-base/digital-advertising/how-long-should-a-video-be-for-ctv/
https://business.yougov.com/content/49469-as-streamers-unroll-ad-supported-tiers-whats-the-max-ad-load-viewers-are-prepared-to-put-up-with
https://www.venturevideos.com/insight/social-media-video-length
https://www.ipsos.com/en-us/strong-generational-differences-emerge-our-news-consumption
https://senalnews.com/en/data/linear-vs-streaming-the-global-industrys-undeniable-shift
https://www.kochava.com/blog/the-shift-from-linear-to-streaming-tv/
https://www.statista.com/chart/9799/netflix-vs-cable-pay-tv-subscribers/?srsltid=AfmBOoqYlfRNKI67PRTOGD5Zd3uvdS9mKwGS2uyTgog83fObhyq6fYX9
https://www.statista.com/chart/20351/streaming-vs-cable-tv-entertaining/?srsltid=AfmBOoqA0BJwbhj048XL9kH_7djeJK8XGnh_rjpGD7O9fdkZbYsi38P5
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56. Glossary
https://mediacat.uk/70-of-consumers-find-ads-annoying-new-survey-finds/
https://www.mediapost.com/publications/article/277564/survey-finds-90-of-people-skip-pre-roll-video-ads.html
https://www.marketingdive.com/news/netflixs-ad-supported-subscription-Gen-Z-viewers/63286
https://arxiv.org/abs/2412.05516
https://www.voxpopme.com/learn/blog/consumer-study-netflix-ads/
US viewers see half as many ads today as they did before streaming TV
https://allaboutcookies.org/ad-blocker-adoption#:~:text=We%20asked%20internet%20users%20which,save%20data%20and%20battery%20life.
https://www.facebook.com/business/news/value-of-video#:~:text=That%20data%20shows%20that%20people,awareness%20and%20drive%20purchase%20intent.
https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=162650#:~:text=According%20to%20the%20Bango%20data,are%20introduced%20into%20their%20services.
https://adage.com/creativity/work/brands-are-wasting-budget-annoying-ads-do-more-harm-good-new-yougov-survey-finds/2534216/
https://www.amraandelma.com/ad-viewability-statistics/
https://www.iab.com/news/ctv-rebounds-to-double-digit-growth-in-2024/
https://support.google.com/youtube/thread/254063299/do-youtube-just-not-grasp-the-issue-with-ads?hl=en
https://www.reddit.com/r/RandomThoughts/comments/1fhbmwj/if_you_annoy_me_with_your_ads_im_never_going_to/
https://www.reddit.com/r/Anticonsumption/comments/1dxirdl/ads_are_stupider_than_ever/
https://www.statsignificant.com/p/the-mind-boggling-reach-of-super
https://www.marketingprofs.com/charts/2012/9456/native-ads-may-damage-brand-perception
https://www.research-live.com/article/news/intrusive-advertising-makes-consumers-less-likely-to-buy-from-brands/id/5119583
https://www.wsj.com/articles/mobile-ads-do-more-work-in-one-second-than-you-might-think-11551870001?gaa_at=eafs&gaa_n=ASWzDAgHf1pYRSdL5utgblRl4ZiGo8bVkZobYSq6HXscSHGYLjSlciBjRKmOBKFnPkA%3D&gaa_ts=68c828fd&gaa_sig=ee1_tKs-smCkWeO2XHfyqNvMyVED5dPrL8y20INNaDoSsCFqr5u9AlMCOY7jYVnQs
JLsad2iB3gMfcKNB_M0Cg%3D%3D
https://www.iab.com/news/ctv-rebounds-to-double-digit-growth-in-2024/
https://www.marketingcharts.com/digital/display-and-rich-media-73000#:~:text=The%20HubSpot%20survey%20results%20demonstrated,top%205%20formats%20by%20trustworthiness
https://www.thewrap.com/streaming-consumers-prefer-ad-supported-tv-hub-research/
Only 30% of YouTube Users Skip Pre-Roll Ads [Correction: 30% in fact WATCH the ads].
https://www.billerud.com/trends-and-cases/all/the-power-of-print/capturing-attention-in-an-increasingly-distracted-world
US viewers see half as many ads today as they did before streaming TV
https://www.strata-gee.com/streaming-surpasses-linear-tv-in-viewership-for-the-first-time-in-may/
https://www.arcintermedia.com/knowledge-base/digital-advertising/how-long-should-a-video-be-for-ctv/
https://business.yougov.com/content/49469-as-streamers-unroll-ad-supported-tiers-whats-the-max-ad-load-viewers-are-prepared-to-put-up-with
https://www.venturevideos.com/insight/social-media-video-length
https://www.ipsos.com/en-us/strong-generational-differences-emerge-our-news-consumption
https://senalnews.com/en/data/linear-vs-streaming-the-global-industrys-undeniable-shift
https://www.kochava.com/blog/the-shift-from-linear-to-streaming-tv/
https://www.statista.com/chart/9799/netflix-vs-cable-pay-tv-subscribers/?srsltid=AfmBOoqYlfRNKI67PRTOGD5Zd3uvdS9mKwGS2uyTgog83fObhyq6fYX9
https://www.statista.com/chart/20351/streaming-vs-cable-tv-entertaining/?srsltid=AfmBOoqA0BJwbhj048XL9kH_7djeJK8XGnh_rjpGD7O9fdkZbYsi38P5