How to make money from online video has been a conundrum for most video purveyors. And because of the popularity of online video among Internet users, retailers and other advertisers have been trying to figure out the best ways to attach themselves to online videos.
New research from video advertising delivery platform vendor Panache and online men’s entertainment community Break.com shows online consumers are interacting with video ads and suggests advertisers should take note of the emerging ad category.
87% of online consumers who watched video content with a preceding 15-second pre-roll video ad viewed the entire ad and moved on to the video, while 13% stopped watching the video altogether. 10% of viewers of interactive pre-roll video ads clicked through from the ads to the advertisers’ sites, the research shows. Further, click-through rates on interactive pre-roll ads where the entire ad was clickable were four times as high as when only a call-to-action—brief text or a small graphic—was clickable, Panache and Break.com say.
The Interactive Advertising Bureau in May for the first time set standards for online video ads, which triggered Panache and Break.com to perform the research. The bureau standardized four types of online video ads.
Linear non-interactive pre-roll ads are brief commercials that play immediately before selected video content begins. Linear interactive pre-roll ads play in the same manner but are clickable, allowing viewers to click on the video ad, which pauses while the viewer is sent to the advertiser’s web site. Non-linear non-overlay invitation ads are clickable banner ads that appear atop a video screen. And non-linear overlay ads are semi-transparent silent videos that briefly appear along the bottom of video content while it is playing.
Such brands as Honda and T-Mobile participated in the study by running campaigns run-of-site on Break.com over an 11-week period that concluded Aug. 2. Each campaign used IAB standardized ads. The ads ran against short-form professional and user-generated video content on Break.com.
“The standardization of video ad formats by the IAB was a critical first step in streamlining media buying, planning and creative processes across the digital video medium,” says Keith Richman, CEO of Break.com parent Break Media. “Our research was a result of our desire to provide data about the effectiveness of the new standards to our clients and partners, and to lay a foundation for future research initiatives to build and expand upon.”
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