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BizReport : Advertising archives : June 09, 2011

Limelight Networks: Shorter video ads viewed to completion

Video ads have proven to be effective at engaging consumers. According to research from Limelight Networks' EyeWonder Interactive Advertising Services group, video ads now account for nearly 13% of all video viewed online and 1.2% of all minutes spent viewing online video.

by Helen Leggatt

The EyeWonder research, reported by eMarketer, also found that ad length matters when it comes to maximizing viewer engagement and impact.

Ads that lasted 15 seconds or less were more likely to be viewed to completion (76.6%) than 30 second ads (54.8%).

However, those completion rates become less disparate when ads are supported by long-form content. Research by ad management technology provider FreeWheel revealed that completion rates for 15- and 30-second ads were 90% and 91% - not only high, but almost identical.

FreeWheel also discovered that the longer the content the more tolerant viewers were of longer ads. Whether those ads are being engaged with is another matter.

Completion rates may be deceiving when consumer behavior during those breaks or whether an ad is skippable is unknown. As an online video viewer I usually take that time to check emails and social network feeds, either on my smartphone or PC - the equivalent of making a cuppa between TV ads.

Tags: ad performance, advertising data, eMarketer, FreeWheel, LimeLight Networks, video ad trends, video ads

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