Videofacts

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Almost half of people have looked for more information after seeing a pre-roll video ad, according to a report by sports publisher Factory Media.

Its study of more than 1,000 people revealed 49% had searched for more information on a brand after seeing a pre-roll ad for it.

According to the research, 15% took an action as a direct result of seeing a pre-roll ad, with 8% visiting the brand’s site and 3% purchasing.

A quarter said they wanted to see more branded content and 42% felt video ads were useful in informing purchase decisions.

James Carter, director of Factory Media, said it found sports fans were more accepting of video ads and branded content. “A lot of the sports industry has been built around brand ties,” he said. “The market has grown around branded content so it has become more generally accepted.”

The most popular way to access video online was to go to specific sites that offer video, followed by forums, social networks, search engines and blogs.

Mobile is also becoming important to users’ video consumption, in particular the iPhone, with 31% of respondents saying they consumed video several times a month on the iPhone, compared with 12% of other smartphone users.

The most popular place to watch video was at home (52%), with people more likely to watch videos less than five minutes long at work.