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Understanding Video Ads

Akamai FASTER FORWARD Understanding Video Ads' ABANDONMENT RATE COMPLETION RATE X. Percentage of viewers who have abandoned before a Percentage of ads that a viewer watches completely without abandoning. given point in the ad. TIMING IS EVERYTHING Ads placed in the middle of a video have higher completion rates because viewers are more engaged with the video then. ll 74% 97% 45% COMPLETION RATE COMPLETION RATE COMPLETION RATE FOR PRE-ROLL ADS FOR MID-ROLL ADS FOR POST-ROLL ADS PATIENCE 100 80 Viewers watching a long-form video HD 60 NEWS (such as a TV episode or a movie) 40 are more likely to complete ads than viewers watching short-form videos 20 (such as news clips or highlights). Short-form videos Long-form videos SLOW VIDEO VS. ADS People have more patience for ads than for slow-loading videos. Viewers abandon 3X faster when waiting for a video to start than when they are watching a pre-roll ad. THE FIRST After ten seconds, 46% of viewers FEW will abandon a slow loading video, while only 13% of viewers will abandon SECONDS a pre-roll ad. LONGER ADS MEAN LOWER COMPLETION ill Because viewers have less patience for longer ads, they complete fewer. WELCOME BACK 85% 78% COMPLETION COMPLETION RATE FOR RATE FOR REPEAT ONE-TIME VISITORS ll VISITORS Repeat viewers are likely more interested in the video content offered by a site than a viewer who only visits occasionally. Repeat viewers tend to have much higher ad completion rates. To learn how you can improve video performance and maximize engagement, visit 1. "Understanding the Effectiveness of Video Ads: A Measurement Study" – S. Shunmuga Krishnan (Akamai Technologies), and Ramesh K. Sitaraman (University of Massachusetts, Amherst & Akamai Technologies), ACM Internet Measurement Conference, Oct 2013. The data analyzed for this study spanned: 367MM videos watched | 257MM ads | 65MM unique viewers | From 3,000 publishers around the world Completion Rate (%)

Understanding Video Ads

shared by CaseyKita on Dec 07
Online video is expected to account for over 85% of Internet traffic within the next few years. However, a vexing problem for video providers is how to monetize their online videos. A popular monetiza...




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