Mid-roll ads have edge in long-form content, research claims

A mid-roll positioning makes video ads more likely to be fully viewed in long-form video streams than pre-roll or post-roll, according to analysis by online video ad management platform Vindico.

Online viewing: mid-roll ads more likely to be fully viewed says research
Online viewing: mid-roll ads more likely to be fully viewed says research

The analysis took in more than five billion FMCG category ad impressions in full-episode player content, which is generally straight-from-TV material longer than 15 minutes.

It found that 93% of mid-roll ads were viewed through to the end, compared to 85% of pre-roll ads and 83% of post-roll ads.

Reasons for non-completion of ads include viewers closing down streams or hiding the video window behind another browser window, according to Vindico UK country manager James Grant.

Vindico, which is part of the group behind Specific Media, allows advertisers to buy, serve, track and measure their online video activity.

It launched in the UK in September 2011.

Follow Daniel Farey-Jones on Twitter @danfareyjones


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Share
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.

Share
Mediacom takes over first ad break in ITV's Good Morning Britain

Mediacom takes over first ad break in ITV's Good Morning Britain

Mediacom has struck a deal with ITV to fill the first ad break of the channel's new breakfast show, 'Good Morning Britain', with spots for its clients.

Share

Get news by email