Mid-roll video ads ‘get highest completion rates’

Mid-roll video ads offer advertisers higher performance than pre-roll or post-roll video ads within long-form video environments, according to a new study.

The research, from online video ad management platform VINDICO, analysed millions of video ad impressions within the FMCG category, delivered by VINDICO over the past 12 months, to identify viewing trends and help marketers set benchmarks for advertising success.
VINDICO’s data revealed that 93 percent of mid-roll video ads were viewed in their entirety, compared with only 83 percent completion of post-roll video ads and 85 percent completion of pre-roll video ads.
Pre- and post-roll ads are attached to most ad-supported content regardless of length, whereas mid-roll ad placements are typically found only in longer-form online content, such as in the middle of a TV programme or movie.
The study also revealed that many video ad campaigns that run in long-form environments lack sufficient labelling of pod position.
This suggests there is huge opportunity to further understand online viewing behaviour, such as which pod placements work best, pre-roll or post-roll, but also the frequency and timing of such video ad placements.
James Grant, Country Manager – UK, VINDICO, commented: “This is a great study with genuine insight, but what I really like about these results is that they can be acted upon. We’re showing brands and agencies how to harvest their video campaign data and have options to increase the effectiveness of their ad spend.”
“The industry has grown accustomed to predominantly using pre-roll ads as the main vehicle for delivering brand messages via video,” said Matt Timothy, President of VINDICO. “However, the data shows that online viewers may respond better to mid-roll. As a result advertisers should consider giving more emphasis to mid-roll when developing their video media plans.”
http://www.vindicogroup.com.