Ads that play from the beginning of video viewing instead of in the middle are better for brand recognition, according to a recent study. 

Moreover, ads that disrupt video viewing are more likely to irritate people and make it less likely they’d buy the product, visit a website, or recommend it to a friend. 

Context 

The study in the Journal of Advertising Research, titled Disruptive versus nondisruptive advertising in online streaming video services: How does advertisement placement affect consumer perceptions and ad effectiveness?from a team at the University of Wisconsin-Madison,  examined pre-roll and mid-roll ads that were disruptive...