A study completed by video ad network YuMe evaluated the click-through rates preroll ads were receiving and the number of those who watched the videos until completion.
This graph below shows their results over the course of 2009.
The click-through rates on preroll ads decreased from 1.88% to 0.74%, from Q1 to Q4 of the study. Completion rates dropped as well with 74.4% to 66.3%.
These specific results tell us that there were higher completion rates for 15 second videos rather than the typical 30 second videos. However, the longer videos online received more click-throughs. The graph below shows these specific results of their study.
YuMe has also concluded that video ads targeted toward children ages 6-14 had the highest video ad click-through rate but the lowest rate of viewing to completion. It was in fact, the ads that targeted older viewers (mainly over 35) were more likely to be watched until the end.
Online video analytics and distribution company TubeMogul reported higher completion rates for 10-30 second preroll ads appearing before short-form video clips. They also report that rates were even worse at magazine and newspaper sites!
This research sums up a few things about online video ads:
• Shorter videos receive higher completion rates
• Longer videos receive higher click-through rates
• There are higher completion rates for those ads that come before a short-form video clip
• Online videos are least effective in magazine and newspaper websites
Information Provided By: eMarketer
Blog Post Written By: Kent Seiders