Video Ad Study Shows High Engagement Rates


	Video Ad Study Shows High Engagement Rates

fuordigital

8-18-2008 1:35 PM

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/cc1cac1b-d0a9-4b10-b0ce-03ac0a534c51/7F2F440B-2D8B-4D4C-B840-EDB04B9EE1F6/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.mediapost.com/publications/?fa=Articles.san&s=88671&Nid=46200&p=455063" href="http://www.mediapost.com/publications/?fa=Articles.san&s=88671&Nid=46200&p=455063" style="font-size: 11px;">www.mediapost.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.mediapost.com/publications/?fa=Articles.san&s=88671&Nid=46200&p=455063"><table background="undefined" bgcolor=""><tr><TD><SPAN class="articleHeadline">Video Ad Study Shows High Engagement Rates</SPAN></TD></tr></table></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.mediapost.com/publications/?fa=Articles.san&s=88671&Nid=46200&p=455063"><SPAN class="articleText">by Mark Walsh, Monday, Aug 18, 2008 7:00 AM ET</SPAN></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.mediapost.com/publications/?fa=Articles.san&s=88671&Nid=46200&p=455063">Completion rates for pre-roll video ads approached 90% and click-through rates averaged 10% in a new study of video ad units by Break Media and video ad technology provider Panache.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.mediapost.com/publications/?fa=Articles.san&s=88671&Nid=46200&p=455063"><P class="articleText">
Both types of 15-second pre-rolls had an 87% completion rate. The click-through rate for interactive pre-rolls was 11% to 35% higher than the average 10% rate for standard pre-rolls. </P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.mediapost.com/publications/?fa=Articles.san&s=88671&Nid=46200&p=455063"><P class="articleText">
For overlay ads and non-overlay banners, about 78% viewed the ads for at least 15 seconds. Non-overlays had click-throughs of 0.08%, while overlays were higher at 0.65%--five times the industry average for standard display ads. </P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.mediapost.com/publications/?fa=Articles.san&s=88671&Nid=46200&p=455063"><P class="articleText">
The study also found that making an entire interactive pre-roll clickable led to click-through rates four times higher than when just the call-to-action was clickable. The use of rich media and bold colors also led to higher click-throughs, including triple the rate for non-overlays. </P></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/7F2F440B-2D8B-4D4C-B840-EDB04B9EE1F6/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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