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How To Measure (ROI) Pre-Roll Ads - Video Advertising


How To Measure (ROI) Pre-Roll Ads - Video Advertising

The term video advertising encompasses online display advertisements such as (MPUs)sites list like youtube that have video within them, but it is generally accepted that it refers to advertising that occurs on Internet television. It is served before, during and/or after a video stream on the internet.

The advertising units used in this instance are pre-roll, mid-roll and post-roll and all of these ad units are like the traditional spot advertising you see on television, although often they are "cut-down" to be a shorter version than their TV counterparts if they are run online.

According to comScore, nearly 139 million U.S. Internet users watched an average of 83 videos per viewer per month, viewing a total average of 11.5 billion online videos during a month. However, the average YouTube video receives only 100 views a year. This makes optimizing video for YouTube one of the biggest opportunities in the fast-changing and complex world of search.

Although Google's newfound enthusiasm for video has created more competition for fewer traditional search results, it has enabled sites with video assets even sites that would otherwise score poorly in the Google index to successfully achieve first page rankings. In fact, Forrester Research found that videos were 53 times more likely than traditional web pages to receive an organic first page ranking.

Let us know if your dealership needs help with any Video Marketing today!

Manny Luna CEO/ VL Automotive Marketing

Members: 1
Latest ADM Activity: Jun 23, 2013

 The Pros and Cons of Pre Roll Ads

Pre-roll Video Ads Dominate, 15-Sec Ads Completed Most Often at YuMe


YuMe Q2 12 ad states 200x104 Pre roll Video Ads Dominate, 15 Sec Ads Completed Most Often at YuMe

YuMe has put out their Q2 2012 Video Metrics report that shows a good deal of information about the video advertising that they served up for the quarter. They found that pre-rolls still dominated with massive percentages of all ads shown with other formats like YuMe Ads, Connected TV, mobile, and banner ads accounting for a small fraction overall. California, Texas and New York consumed the most of them and men are more tolerant of online video ads.


As always, I like to show you how the numbers were gathered, so here is YuMe's own methodology write up:

YuMe serves in-stream video ads on the 2,000+ publisher sites who are members of its Connected Audience Network as well as publishers utilizing its video ad management system ACE for Publishers (AFP). YuMe statistics presented in this report are generated
from data recorded with every ad request and ad served across the YuMe network and
received by AFP. The statistics are solely representative of YuMe’s network and may not
be a reflection of the overall online video marketplace. Efforts have been made to ensure the accuracy of data presented, but data is not guaranteed to be accurate.

And, again as always, they earn mad props from me for being upfront about the numbers gathering and the fact that it will really only be highly accurate for their network and not the overall industry. There's a lot of information in the report but I want to only look at some interesting bits that apply more broadly.

Pre-Roll Roll Over Other Formats

YuMe offers a good deal of ad formats, about 18 or so. All are very similar but offer differing variations and capabilities.

For the most part, pre-rolls have always been dominant, and in Q2 2012 they still were accounting for 76% of all ads. The interesting thing is that it's down 8% from the previous quarter. That eight percent went to YuMe Ads (YuMe’s Expanded View, InSynch Video Takeover, Lights Out, PowerRoll, PowerRoll Data Connect, SideKick, Overlay, Branded Player, Multiplay, Ad Selector, Ngage, or Custom Made), mobile (3% extra). There's 1% missing in the Q2 report, probably from rounding. Banner and connected TV percentages didn't change.

YuMe Q2 12 ad mix Pre roll Video Ads Dominate, 15 Sec Ads Completed Most Often at YuMe

Completion Rates Show Longer Ads Tolerated More

Overall in the quarter, completion rate rose 1% across all pre-rolls to 69%. However, it begs to be broken down into various lengths and YuMe did just that showing that 30-second ads were most popular in the quarter with advertisers, but 15-second ads were completed the most. The biggest change in the quarter, was the increase in ads that were longer than 30 seconds showing that perhaps, with a shift toward more long-form online video viewing, there is room to show longer ads as well.

YuMe Q2 12 ad completions Pre roll Video Ads Dominate, 15 Sec Ads Completed Most Often at YuMe

40% completion rates for ads longer than 30 seconds is pretty good actually. With their continued growth and the higher completion rate it looks like viewers are becoming more accustomed to longer ads online.

The Battle of the Sexes

It also seems to be that men have become far more tolerant of ads in general. Last quarter women topped men in terms of average completion rates while Q2 2012 showed that men gained 9% and topped women overall. Completion rates also seem to run along expected demographic (age) categories.

YuMe Q2 12 ad completion gender demo Pre roll Video Ads Dominate, 15 Sec Ads Completed Most Often at YuMe

Largest Video Ad Markets in the U.S.

California clearly took the largest majority of all ads viewed and Texas and New York tied for second with 7.6% each. A lot of it seems to run along not only population lines but also among technological ones with more rural states having much lower percentages.

YuMe Q2 12 ad states Pre roll Video Ads Dominate, 15 Sec Ads Completed Most Often at YuMe

Rock on YuMe! Thanks for the snapshot of your online video ad network. For the full Q2 2012 Video Advertising Metrics Report. Remember, these numbers are for YuMe's network and might not extend to the full online video advertising marketplace, but they're an interesting snapshot.

sharethroughstudy 200x200 Native Video Ads Outperform Pre Roll Ads [Study]

Sharethrough  (a native advertising platform), with the help of Nielsen and Nielsen's advertising metrics company Vizu, have conducted a study that shows native ads beat out pre-roll ads when it comes to brand lift.  A native ad is one that "marries" itself to the content that is already present on a page, blending seamlessly with content that may or may not originate with the publisher, such as promoted video.  Such ads have no limitations of length and are chosen by the user to watch, rather than being forced to watch it.  No surprise, the power of choice generally brings better brand lift than the forced-down-your-throat variety.

Sharethrough's Study on Native Ads Versus Pre-Roll

The study was conducted using 5 leading advertisers.  They took an ad and played it natively and took the same (only shorter) ad and played it on pre-rolls.  They found that the native ads outperformed the pre-roll with all 5 brands.

Nielsen Sharethrough native video infographic FINAL 606x606 Native Video Ads Outperform Pre Roll Ads [Study]

As you can see from the infographic, native ads generated 82% brand lift (using Jarritos Mexican soda as the case study) among users exposed to them, compared to only 2.1% brand lift for pre-roll ads.  People exposed to pre-roll ads were also 29.3% more likely to respond to the brand "unfavorably" or "very unfavorably."  In another case study using a consumer packaged goods brand, native ads showed 42.2% brand lift compared to absolutely none using pre-roll ads, with 18.9% giving an "unfavorable" response.

What it all comes down to is choice.  No one likes things forced on them, and I would venture to say that the only way a forced ad is going to get anyone's attention is if it's entertaining immediately, which is hard to accomplish.  And when a video looks like a natural part of the website, with the promise of relevant content, and the viewer making a choice to watch it, then well, no kidding there's more brand favorability under those circumstances.

We'd like to thank Sharethrough, Nielsen, and Vizu for their research!


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