Completion Rates Better in Long-Form Content
Advertisers looking to capitalize on this finding may want to consider placing their ads during long form content (typically lasting longer than 10 minutes). Ads placed during long-form content had an 88% completion rate, 16% higher than the 76% completion rate for ads placed during short-form content (videos lasting less than 10 minutes).
The high completion rate for ads served during long-form content might be a reflection of viewers’ propensity to complete these longer videos. According to February 2012 results from Freewheel, completion rates for videos longer than 20 minutes rose to 88% from 82% in Q3, despite a rise in the number of ads placed in this content, from 5.02 to 6.92.
Mid-Roll, 15-Second Ads Have Best Completion Rates
Meanwhile, data from Vindico’s “Year in Review” insights report indicates that mid-roll ads had the best completion rate of all ad positions in 2011, at 94%, outpacing pre-roll (71%), post-roll (58%), and in-banner (26%) ads. Completion rates generally declined the lengthier the ad: 0-15 second ads had the highest completion rates, at 78%, ahead of 16-30 second ads (74%), 31-60 second ads (61%), and ads longer than 1 minute (54%).
Overall, 96% of the ads delivered were either 15-second (47%) or 30-second (49%) ads.
- From 2010 to 2011, Vindico saw a 92% increase in ad served impressions, with these making up roughly half of total impressions delivered in 2011, up from 9% in 2010.
- In 2011, all but 2% of video ads were re-purposed TV creative, up from 90% a year earlier.
- Completion rates were highest for FEP (90%) and video portal sites (84%), followed by portal (72%), business/news (71%), lifestyle (69%), and ad network (63%) sites.
- Mid-roll ad completion rates were higher than all others on all site types, but were particularly dominant in the lifestyle category (96%).
- Given the choice to skip, 31% of viewers chose to watch a video ad. Vindico insight suggests that this is likely because viewers had already seen the ad, given that 98% were re-purposed TV creative.
- Ad networks had the highest average daily frequency (2.35), followed by FEP (2) and lifestyle (1.91).
- CTR was higher for ads placed in short-form content (1.31%) than for those in long-form content (0.83%). Video portals had the highest CTR, at 3.48%, ahead of business/news sites (1.41%).
- Mobile video ads (4.15%) had a higher CTR than interactive video (2.29%) and TV creative (0.85%) ads.
- CTR was highest for post-roll ads, indicating that viewers are trying to exit the ad when their video content is over. Similarly, the higher CTR for ads longer than 1 minute, when compared to other lengths, is attributed by Vindico to viewer attempts to close out the ad.