In-Banner Video Ads Get Nearly 17 Seconds of Average Brand Interaction Time
According to PointRoll, the completion rate for in-stream video ads with interactive elements is higher than for in-stream ads without interactive elements. Overall, in-banner video ads got just under 17 seconds of average brand interaction time.
PointRoll’s 2011 video benchmarks show that from April through December 2011, 69 percent of viewers completed 100 percent of in-stream video ads without interactive elements. On the other hand, 78 percent of viewers completed 100 percent of in-stream ads with interactive elements. Meanwhile, 39 percent of viewers completed 100 percent of in-banner video ads.
The benchmarks report also showed that the average brand interaction time was 16.9 seconds for in-banner video ads, with the interaction rate sitting at 3.4 percent.
For non-interactive in-steam ads, the insurance vertical saw the highest click-through rate (CTR) with 1.5 percent, followed by telecommunications with 1.3 percent and consumer electronics manufacturers with 1.2 percent. Additionally, 97 percent of viewers completed 100 percent of consumer goods manufacturers’ non-interactive in-steam ads, while 83 percent completed 100 percent of consumer electronics manufacturers’ ads.
For interactive in-stream ads, the automotive vertical received an interaction rate of 12.3 percent, followed by nonprofit organizations with an interaction rate of 2.5 percent and consumer goods manufacturers with an interaction rate of 2.1 percent.
Consumer goods manufacturers led all other interactive in-stream video ads with a 1.2 percent CTR, followed by nonprofit organizations with a 1.0 percent CTR.
Meanwhile, the automotive vertical led all other interactive in-stream video ads with 81 percent of viewers watching 100 percent of the ads, followed by nonprofit organizations with 71 percent of viewers completing the whole ad.
“As advertisers increasingly look to expand campaigns across digital platforms and consider video ads as a tool to do that, they must consider interactivity as a feature in their video ads,” said Rob Gatto, CEO of PointRoll. “Our latest research supports how valuable these ads can be in helping advertisers to achieve ROI on their video campaigns.”
Separate numbers from comScore show that Hulu was the top U.S. online video ad property ranked by video ads viewed in December, with 1.5 billion video ad impressions. Hulu also boasted 46.1 video ads per viewer and a reach of 10.7 percent of the total U.S. population.
Adap.tv was second with 1.1 billion impressions, followed by Tremor Video with 942 million impressions.
Sources:
