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

May 20, 2013

This article is included in these additional categories:

Digital

TremorVideo-Made-for-Web-Engagement-Rate-May2013Made-for-web content performs just as well as repurposed TV content when it comes to ad engagement, according to research from Tremor Video. The study, named “Upfront, NewFront, Nupfront,” compared ad metrics for 5 publishers that repurpose TV content on the web with 4 made-for-web content publishers during the first quarter of the year, finding the click-through rates for the repurposed TV content (1.11%) and for the made-for-web content (1.09%) to be evenly matched. Engagement rates were also similar, with made-for-web content (2.72%) slightly ahead of repurposed TV content (2.68%). 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.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This