As marketers increase the amount of money they are spending on online video ads, they’re also enhancing the format to attract more attention.  One of the latest formats , the polite pre-roll is rapidly gaining favor with marketers and consumers. AdoTube, an industry operator engaged in serving in-video ad impressions, has just released its latest findings on this format.

AdoTube measures video impressions and ads served and notes that the latest quarterly data breaks out as follows:

  • Branded overlay (A click or roll over brings user to brand landing page) 21%
  • Interactive overlay (Ads are engaged by a click or roll over) 18%
  • Standard pre-roll (Video ad that plays when user lands on the page) 34%
  • Polite pre-roll  (Retractable & dismissible ad based on user action) 30%

Whether it’s the novelty of the format or that consumers are truly interested in the ad content, about half of online visitors  now take a look at any pre-roll advertisement that appears on their computer screen.  This includes the polite pre-roll category. And analysts also point out that the viewers who engage with the polite pre-roll format have an 18% lower abandonment rate than viewers who watch standard pre-roll.

While consumers seem to be clicking through at lower rates on email promotions, the online video ad industry doesn’t have that problem. Overall, there’s a rising CTR with the latest figures showing about a 1.8% rate. Analysts believe the new formats like screen takeovers and expansions as ads are launched, and the invitation to play games, boost audience interest. In addition, about 5% of consumers appear so intrigued by video ads that they click to watch them again.

Marketers are taking note of consumer interest in online video. Vertical industries that are increasing their investment in online video advertising include CPG and entertainment. While there appears to be some seasonality with respect to online video, for example – retail marketing spikes in the 4th quarter – there’s also clear evidence that marketers are putting more money into this format.

[Source: AdoTube’s Q1 2011 Index. Adotube.com. Web. 29 Jun. 2011. Web. 8 Jul. 2011]