Skip to main content

Online Video Viewers Continue to Ignore Ads


eMarketer reports that online video viewers became even "less likely" to click on pre-roll ads, or watch them to completion over the course of 2009, according to the analysis of video ad network YuMe.

Between 2009 Q1 and Q4, click-through rates trended steadily downward -- from 1.88 to 0.74 percent. Completion rates dropped as well, to 66.3 percent in Q4.

Broken down by length of pre-roll, there was a trade-off. While completion rates were higher for 15-second videos than for 30-second spots, the longer ads received more click-throughs.

Additionally, view-to-completion rates fell throughout 2009 for both types of video advertising, but rates for the shorter ads dropped more dramatically over the period. Average click-through rates for the year were almost doubled on longer videos, at 1.5 percent for 30-second ads -- versus 0.8 percent for 15-second pre-rolls.

YuMe found that video ads targeted to children and teens ages 6 to 14 had the highest video ad click-through rate, at 3.5 percent -- but the lowest rate of viewing to completion. It was the ads targeted at the oldest users (over 35) that were most likely to be watched to the end, at a rate of 77.4 percent.

Online video analytics and distribution company TubeMogul reported somewhat higher completion rates for 10- to 30-second pre-roll ads appearing before short-form video clips. Nearly 16 percent of viewers clicked away rather than watch the ad to completion.

Rates were worse at magazine and newspaper sites, with nearly one-quarter of viewers abandoning the video, while just 10.9 percent clicked away from pre-rolls in front of video from large broadcasters.

Earlier research has shown that in addition to location and industry, video ad size and creative have a significant effect on success metrics -- relatively speaking, that is.

Meaning, the most "significant effect" of online video advertising is the apparent confirmation that shifting a poorly performing approach to marketing from one medium (Television) to a new medium (Online) doesn't change the response rate -- the vast majority of people tend to ignore the interruptions.

Popular posts from this blog

Mobility-as-a-Service Creates Disruptive Travel Options

Building on significant advances in big data, analytics, and the Internet of Things (IoT), more innovative transit service offerings aim to increase public transport ridership and reduce emissions or congestion within metropolitan areas. By providing these services through smartphone apps, the transit services also significantly increase user convenience, providing information on different human mobility offerings -- including public transport, ridesharing, and autonomous vehicles. Mobility-as-a-Service Market Development According to the latest market study by Juniper Research, Mobility-as-a-Service (MaaS) subscribers will generate $53 billion in revenue for MaaS platform providers by 2027 -- that's rising from $5.3 billion in 2021. Let's start with a basic definition. MaaS is the provision of multi-modal end-to-end travel services through single platforms, by which users can determine an optimal route and price. The study identified a monthly subscription model as key to incr

Robocall Mitigation Solutions to Halt Criminal Threats

If you answer the phone and hear a recorded message instead of a live person, it's likely a robocall. A robocall is a phone call that uses a computerized autodialer to deliver a pre-recorded message. In 2020, the U.S. Federal Trade Commission (FTC) received 2.8 million consumer complaints about robocalls. Offering solutions to robocalling and associated fraudulent business practices, computerized mitigation platforms are an integral part of the solution. Platforms that are focused on actionable systems to disrupt unsolicited and potentially criminal phone calls help telecom service providers and industry regulators. Issues of whether one-size-fits-all developments are sufficient to be effective across the spectrum need to be addressed, and whether a single telecom network operator working unilaterally with a third-party platform could compromise desired or mandatory industry-wide standards. Robocall Mitigation Market Development According to the latest worldwide market study by Jun

Secure Digital Workspace Apps Enable the Future Enterprise

In early 2020, as the world responded to the COVID-19 pandemic disruption, many organizations were forced to rapidly transform their communications networks and IT infrastructure to support an unprecedented shift to remote work. Before the pandemic, approximately 38 percent of employees were remote full-time or had a flexible work arrangement where they split time between home and office locations. During the pandemic, the percentage of remote workers that CIOs had to support reached almost 72 percent. Future Enterprise Technology Market Development Enterprise leaders have been forced to adapt to a new state, shifting from traditional office-based operations to distributed workforce environments that must still provide the same level of connectivity, security, and efficiency across the organization. According to the latest worldwide market study by International Data Corporation (IDC), addressing connectivity across geographies and transforming networks to become more virtual and agile