Online
videos took the internet by storm. Now users are more attracted to
online videos as a source of information rather than Text. With the
growing number of online videos, the publishers or owners of the
videos are trying to find out the ways to earn from them.
Monetization of online videos did not start until advertisements
became popular in the internet domain. Online video ads came up as a
potent earning opportunity for video owners and publishers, while for
brand, they became another strong platform to target their audience.
It is found out that 85% of traffic on the internet are finding its
way through videos. Ads can appear in video content through different
format. Video pre-roll ads are emerging as one of the most
popular ad format in video advertising.
There are also other ad formats in addition to pre-roll ads. A survey
by Akamai that encompassed 65 million unique viewers pointed out
several crucial figures. The survey considered 257 million ads from
33 video platforms. The survey found out that the mid roll videos are
most likely to be watched completely than pre-roll videos. The
figures are found out to be 18.1% and 14.3% for mid roll videos and
pre-roll videos in contrast to post roll ads. It is also found that
the probability of completion of the videos increase with the
shortening of its length. According to the reports a video of length
15 seconds is most likely to be complete 2.9% more than a 20-second
ad. Furthermore, a 20% ad is more likely to completed 3.9% more than
a 30 second video.
In
fact, the pre-rolls are throughout a state of evolution in the
advertisement landscape. The inclusion and exclusion of skip button,
the timing and choice of targeted videos, the background and
objective of such ads are all parts of a larger schema that makes the
advertisement strategy a successful marketing stance. There are
several statistics that backs up the idea of success of failure of
these skip buttons. These buttons cap the video ad to the first
seconds when they break on the user. There are also suggestions on
where these buttons should be place across the length of the video.
Some experts say that skip button must be added on the most
attractive part of the video, as users are prone to not skip at that
moment. It creates an emotional sensation and an appeal to users so
that they resist skipping the ad even if the option is provided.
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