Vindico, an online video ad-serving platform, reported that it saw a huge increase in the number of interactive video spots its serving up. In its second quarter report, Vindico indicated that it had served up a total of 12 billion video ads during the first half of 2012. While the preponderance of online video ads come in the form of pre-rolls (ads shown before the desired content), some other online ad formats seem to be coming of age. Vindico noted that while interactive video ads accounted for 2% of the total last year, by last June they accounted for 11% of all video ads delivered through their platform. Looking at their platform's analytics revealed some other interesting results -
- The highest completion rates were found on full-episode-player sites (Hulu, CBS.com), where 93% of those exposed to the video ad watched the whole ad. Video portals (YouTube, Vevo), news sites, and business sites had completion rates around 83-84%, while lifestyle and general portal sites had completion rates in the 73-74% range.
- Vindico also found that longer-form content saw higher completion rates (91%) than shorter ones (73%).
- Video portals had the highest click-through rates at 1.75%; while the rates for all other sites was below 1%.
While interesting, and probably not too atypical, I should note that these results are only for the online video ad traffic from Vindico.
Source -
Report: Interactive Video Spots Grow Five-Fold in First Half of the Year,
VidBlog
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