A recent study conducted by Break Media in conjunction with advertising technology provider Panache shows that pre-roll and overlay video ads shown online are engaging viewers quite well.
The study was conducted between May 20th and August 2nd and focused on four types of Interactive Advertising Bureau-standard video units. These were:
- pre-rolls,
- interactive pre-rolls (including a call-to-action),
- non-overlay ads (shown at the top of screens), and
- overlays (shown in the lower third of screens).
The study analyzed 5.85 million impressions.
Standard and interactive pre-rolls lasting 15 seconds each garnered an 87% completion rate. However, the click-through rate for interactive pre-rolls was 11-35% higher than the 10% CTR that standard pre-rolls received.
For non-overlay and overlay ads, 78% viewed the ads for at least 15 seconds. As expected, overlays handily out did non-overlays in terms of click-throughs (0.65% vs. 0.08%). The CTR for overlay ads was five times the industry average for standard display ads.
Also not surprising was the finding that pre-rolls that were clickable all the way through experienced higher CTR’s compared to those that only had call-to-actions at the end.
In July, video advertising network BrightRoll showed that 15-second pre-roll ads received a 77.8% completion rate and a 0.54% CTR.
Advertising windfalls are still far off given the various obstacles that stand in the way, not to mention the weak overall economy. Still, eMarketer expects online video ad spending in the U.S. to reach $505 million in 2008. This figure is expected to balloon to $3.4 billion by 2012.
Sources:
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=88671
http://www.emarketer.com/Article.aspx?id=1006478
Jason Hahn
e: jhahn221@gmail.com
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