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Ad Engagement Relatively Strong For Made-for-Web Video Content

by MarketingCharts staff
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Late last year, a study by Jun Group that focused on opt-in video ads found repurposed TV ads to have an average engagement rate of 3.65%, compared to a below-average engagement rate of 3.27% for made-for-web content.

Returning to the Tremor Video data, the researchers note that completion rates for ads run during repurposed TV content were about 10% higher than for ads shown during made-for-web content (91% vs. 83%). While demographics weren’t much of a factor in ad engagement rates, publisher and player size were the key drivers for ads during both repurposed TV content and made-for-web content.