One of every six users who check out an online video will click away before watching any of the actual video if an advertisement precedes it, according to new research from the video analytics company TubeMogul.
and perhaps even more interesting
That number leaps to about one in four for videos streamed by newspaper and magazine publisher Web sites
"To publishers, these results present a clear tradeoff: run pre-roll ads, and potentially lose up to a quarter of your audience," TubeMogul said. "Coupled with the fact that audiences are not necessarily captive to any particular publisher online, it paints a picture to publishers that is not entirely positive about pre-rolls."