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Video Advertisers Want to be Stuck in the Middle

Posted on 4.16.2012

A new study from Adobe reveals that video ad consumption is beginning to imitate that of traditional television commercials.

This is because mid-roll ads, which have the most similar placement to that of a television commercial (directly within the middle of a video), are dramatically outperforming both pre-roll (advertisements before a video) and post-roll (advertisements after a video) ads. This is good news, or course, for media companies because it could open the door to greater revenue potential.

“Market research shows that over the next five years the number of people watching video content online could grow as much as 50 percent, and a significant number of them will be doing so on connected devices like tablets, IPTVs and smartphones,” says Jeremy Helfand, vice president of monetization at Adobe. “For professional content owners and media companies exploring TV-like ad experiences online, the latest data demonstrates the strong potential for extending traditional broadcast advertising dollars to digital video.”

According to the study, mid-roll video format remains the most engaging placement for online video ads, and easily outperforms completion rates of both pre-roll and post-roll ads. Currently, mid-roll ads average an 87-percent completion rate, which surpasses pre-roll ad engagement by nearly 30 percent.

Other statistics reveal that mobile devices receive the highest engagement of any other channel, at 94 percent, which suggests that mobile viewers are more engaged and open to watching ads on the go in exchange for their desired content. Aditionally, 76 percent of viewers are more likely to consume ads within professional content, which is higher than the average completion rate of 63 percent for user-generated content (UGC).

Furthermore, live online events also recieve higher ad engagement compared to video-on demand (VOD), averaging an 85-percent completion rate for video ads, which is 23 percent higher then ads within VOD content.


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