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BizReport : Research archives : August 19, 2008

IAB video ad standards success

New research has revealed the positive impact that recently introduced Interactive Advertising Bureau video ad format standards have had on click-through rates, at least when it comes to male-oriented communities.

by Helen Leggatt

break_media_logo.gifAccording to joint research carried out by male-oriented entertainment community Break Media and video ad delivery platform Panache, the new video ad format standards recently introduced by the IAB are attracting high rates of success.

"The standardization of video ad formats by the IAB was a critical first step in streamlining media buying, planning and creative processes across the digital video medium," said Keith Richman, CEO of Break Media.

In particular, pre-roll advertising was found to have click-through rates of 10%, on average, for regular formats, increasing to 11% - 13% for interactive ads. The research also discovered that pre-roll ads designed so that the entire ad areas were clickable attracted four times as many clicks.

The findings are in stark comparison to the 1% - 2% click-through rate that is usually expected of pre-rolls.

Break Media/Panache also tested two other ad formats – overlay and non-overlay ads. Click-throughs for these formats were considerably lower than for pre-rolls with 0.65% and 0.08% respectively.

Tags: click-through rates, online video, pre-roll, video ad formats, video advertising

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