Saturday, October 26, 2013

Position of online ad has largest impact on viewer completion

A study by Akamai Technologies has found that the position of an online ad has the single largest impact on completion rate, with a mid-roll ad 18.1% more likely to be completed than the same ad as a pre-roll, and pre-rolls 14.3% more likely to be completed than the same ad as a post-roll.

Repeat visitors to a site have higher completion rates for ads on that site than one-time visitors to that site.
Viewers are more tolerant of video ads than of slow-loading videos. Viewers who must wait 10 seconds for their video to load are three times more likely to abandon than users who spend the same amount time watching a pre-roll ad.

The study analysed in aggregate 367 million videos and 257 million ads from over 3,000 publishers that were viewed by 65 million unique users worldwide.

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