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BizReport : Advertising archives : October 23, 2013

Slow-loading video more of a turn-off than ads

Extensive analysis of millions of online videos and video ads has revealed that viewers are more tolerant of video ads than they are slow-loading video content, and that ad position has the single largest impact on completion rates.

by Helen Leggatt

saupload_akamai_logo.jpgIn their analysis of 367 million videos and 257 million ads from over 3,000 publishers, Akamai Technologies found that viewers are more likely to abandon a presentation if the video content takes a long time to load.

In fact, viewers are more tolerant of video ads than slow-loading videos and would watch a 10 second video ad but would not wait the same amount of time for a video to load.

Furthermore, mid-roll ads are the most likely ad positions to be completed (18.1% more likely) than the same ad in a pre-roll position. Likewise pre-roll ads are 14.3% more likely to be completed than the same ad post-roll.

"This study is unique in that it goes above and beyond tracking and comparing completion rates, and rather takes an in-depth look at when viewers complete watching video ads and when they abandon them," said R.K. Sitaraman, co-author of the research 'Effectiveness of Video Ads: A Measurement Study'. "By using novel scientific techniques for extracting knowledge from huge amounts of anonymized viewer data, we are able to gain a deeper understanding of video ads that are key to the monetization economics of online videos."

The research will be presented at the ACM Internet Measurement Conference (IMC) in Barcelona on Thursday, 24 October 2013.

Tags: advertising, online video, research, video advertising

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