|
Leaderboards
|
Quantifying Viewers Lost During Pre-Roll AdsFor many viewers, sitting through a pre-roll just isn't worth it. Tuesday 02nd of February 2010 12:00:00 AM  We set out with a simple question: how often do video viewers click away from pre-roll video advertisements before a video's content starts playing? Since few publishers or ad networks publicly disclose the data, we turned to TubeMogul InPlay, which tracks billions of monthly streams across top video platforms and sites, for the answer.
Methodology
For a 48-hour period, we tracked the number of viewers that clicked away from a video during 10-30 second pre-roll ads for a sample of 1,797,560 video streams. The sample includes both on-site and off-site data for top television broadcasters, magazines and newspapers. Only short-form videos (i.e. 3-10 minutes) were included in the sample; full-length TV episodes were excluded. The ads were served by a range of top ad networks, including AdTech (US), BBE, Google and Tremor Media.
Results
Analysis/Conclusions As audiences continue to grow for professionally-produced video content, how traditional "CPMs" are counted will increasingly matter to an advertiser's bottom line. If an "impression" or "view" is logged at the beginning of the pre-roll, for instance, then it's possible advertisers are paying for viewers that never saw their ad. Overall, we hope this data helps advertisers as they compare what are currently a plethora of video ad formats, from in-stream pre-rolls to standalone display ads (i.e. a video player in a 300x250 ad unit). To publishers, these results present a clear tradeoff: run pre-roll ads, and potentially lose up to a quarter of your audience. Coupled with the fact that audiences are not necessarily captive to any particular publisher online, it paints a picture to publishers that is not entirely positive about pre-rolls. Works Cited:
|
