Pre-Roll Online Video Ads Work, Break Media Study Shows

Author: Added: 08/19/2008 Duration:181.12 The vast majority of online video viewers are watching pre-roll and overlay ads, a study released today by Break Media and Panache shows. Completion rates for 15-second pre-roll ads were 87 percent, and 77 percent viewed campaigns with overlay ads for at least 15 seconds. Break Media used Break.com's monthly audience of 17 million 18-34-year old men as guinea pigs for the 11-week study, and advertisers Honda, T-Mobile, and truTV ran the test campaigns. The three advertisers chosen represent a cross-section of the different brands on the web, hopefully making the study results relevant to an even broader array of advertisers, Break Media CEO Keith Richman says. Panache, a video advertising delivery platform, placed the ads and supplied the technology to measure engagement. The study tested the success of the four standard formats for in-stream video advertising established by the Interactive Advertising Bureau in May: pre-roll, interactive pre-roll, non-overlay ads and overlay ads. The study demonstrated that all of the ads are effective and have different value for the advertisers, Panache president Steve Robinson says. --Kelsey Blodget, Associate Producer Update: Tremor Media announced today that 80 percent of its viewers are completing 15 and 30 second pre-roll ads. Michael Learmonth at SAI just published a post analyzing the numbers from both studies. http://www.beet.tv/2008/08/the-vast-majori.html

Beet TV | August 19, 2008

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