Online video advertising remains a rising star in 2011. As more marketers roll out their video ads, they need to know which formats and placements are working with consumers. Auditude has released new data based on its sample of 11 billion impressions and their advice is likely to help marketers decide how to proceed.
Marketers who move into online video must consider the elements of this format. Videos can run before content is viewed, pre-roll, they can interrupt content, mid-roll, or they can appear after the content has been viewed, post-roll. Here are the percentages of video ads viewed to completion according to Auditude.
- Pre-roll: 61%
- Mid-roll: 75%
- Post-roll: 46%
Rates of video ad completion also vary according to program content length. For programs of less than 5 minutes, a short pre-roll ad works best with a 56% completion rate. Longer programs experienced the highest completion viewing rate of 67% with mid-roll video ads. Not surprisingly, analysts also found an overall high completion rate for ads appearing on live content (86%). For taped content, the completed viewing rate drops to 60%.
Marketers have also turned to overlay video ads. Auditude analysts call this approach intrusive and say they are often used by brands willing to take risks. About 17% of all ads on user-generated content sites involve the overlay format while only 4% do on professional content sites. It’s also interesting to note that 68% of videos appearing on professional sites are viewed to completion. Users only watch 52% of ads placed on user-generated content sites.[Source: Auditude Video Monetization Report. Auditude.com. October 2011. Web. 7 Nov. 2011]