In-Video Ads Boast Engagement Rates 7 Times Higher Than Those of Rich-Media Display Ads

AdoTube, an in-stream/in-video ad platform, recently shared its In-Video Format Index for the fourth quarter of 2010. Among the findings were that in-video ads have significantly higher engagement rates and click-through rates than rich-media display benchmarks.

For the report, AdoTube analyzed 3.5 billion impressions from its network deemed to be statistically relevant.

According to the index, 30 percent of AdoTube’s ads in the fourth quarter were pre-roll, 26 percent were interactive overlay, 24 percent were Polite Pre-Roll (which offer viewers the choice of viewing the ad anytime during the video or to opt out completely) and 20 percent were branded overlay in the fourth quarter of 2010.

Branded overlay ads saw a nice bounce after accounting for just 7 percent of ads in the third quarter of last year.

The average CTR in the fourth quarter approached 1.7 percent, up from the previous quarter though reflecting slowed growth. This CTR is eight times higher than those observed for rich-media display ads, according to AdoTube.

Meanwhile, the average engagement rate (defined by AdoTube as “The percentage of people who interact with an ad that has interactive capabilities, such as, playing a game, initiating an in-video ad, social engagement (i.e. Facebook), store locator, or data entry”) for in-video ads was about 21 percent in the fourth quarter, seven times higher than the average engagement rate for similar rich-media display benchmarks.

Sixty percent of pre-roll ads were 15 seconds long, while 35 percent were 30 seconds long and 5 percent were more than 30 seconds long.

For Polite Pre-Roll ads, 52 percent were 15 seconds long, 40 percent were 30 seconds long and 8 percent were more than 30 seconds long.

The average CTR for Polite Pre-Roll Ads has exceeded the average CTR for standard pre-roll ads in the third and fourth quarters of 2010.

CPG, communications, mobile, travel, auto, fashion, and Web services and products were verticals that displayed big growth in 2010 compared to their 2009 campaigns.

According to comScore, in December, 16.4 percent of total online video consumption in the U.S. was video advertising.

Sources:</strong

http://news.adotube.com/adotube-in-video-advertising-index-for-Q4-2010

http://www.comscoredatamine.com/2011/02/average-hours-per-us-online-video-viewer-in-2010/