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BizReport : Advertising archives : December 08, 2010

Study: More users completing video ads

When it comes to video advertising, many brands are leery because they believe consumers don't complete the ads. A new report from video ad tech company YuMe may put those fears to rest. Researchers from the hub have found that pre-roll ads have a completion rate of 75%.

by Kristina Knight

That is a 10% increase (YoY) for pre-roll ads. Other interesting findings include:

• 15-second pre-roll ads are the most common at 59% useage
• Ad completion stands at 68% for the 25-49 year old age group
• Men are less likely (69%) than women (75%) to complete video ads

Consumer Packaged Goods (32%), Automotive (11%) and Entertainment (11%) lead spending for the video category.

"There is no question that video advertising has seen huge growth, presenting both advertisers and publishers alike with incredible opportunities," said Jayant Kadambi, President and Co-Founder of YuMe. "As consumers turn to online video across all platforms, marketers are moving dollars and creative to the web and we expect this trend to grow into 2011 as online advertising grows."

In October metrics firm comScore reported that just over 175 million US adults wanted video clips for an average of 15 hours per viewer. The majority of these viewers turned to the YouTube hub, but social site Facebook pushed about 47 million viewers to video and news/entertainment sites such as Yahoo, Viacom and AOL also helped consumers find video content. For advertisers, more than 4.5 billion video ads were shown, with a majority being viewed through Hulu's platform.

The Fall TV season in America likely helped Hulu push past the 1 billion ads viewed mark for the reporting period. This trend is just another reason for advertisers to move into the online video space. As more consumers watch time-shifted, online and online-only content brands need to be in the same space to engage those viewers.

Tags: advertising, video ads, video advertising, video completion rate, YuMe

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