Digital Video Ads to Bring New Revenue to Media Companies

Here’s some great news for marketers and media companies. Consumers are showing a new willingness to watch video ads to completion on their mobile devices. This is just one of the findings revealed by Adobe’s new Digital Video Advertising Report.

The exact number for ad completion views on mobile devices is 94%. In addition, mid-​roll video ads have a higher completion rate (87%), than pre (67%)- and post-​rolls (50%) when all devices are considered.

As more live content makes its way onto the web, the environment is improving for video ads. Adobe analysts say that when video ads are viewed in live content programs, these ads are viewed to 85% completion. This rate is 23% higher than when consumers are watching ads in the video-​on-​demand format.

In addition,  more video ads are being delivered during live content programs. The research shows that about 5.5 video ads show up in the average long-​form professionally produced online content.

Earlier this month, I discussed the growing acceptance of user-​generated content (UGC), especially in ads posted by marketers. However, when it comes to watching ads placed in UGC, the news isn’t so good. In the average long-​form UGC, only 0.6 ads per stream are viewed.

Blogging for Adobe, Jeremy Helfand points out that the consumer acceptance of online video ads makes the platform more appealing to advertisers. Consumers currently have no good way to skip through ads online whether they’re delivered to fixed computers or mobile devices. Media sales professionals have an opportunity to impress their marketers with these statistics as they sell their inventory of online ad space.

[Sources: 2012 Adobe Digital Video Advertising Report. Adobe​.com. April 2012. Web. 30 Apr. 2012; Helfand, Jeremy. New revenue opportunities. Adobe​.com. 16 Apr. 2012. Web. 30 Apr. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.