Although
Pre-Roll videos are becoming much popular, research shows that there
has been a gradual change in the trend in their consumption. The
traditional advertisements have changed to become interactive, moving
away from the standards. In fact, the trend has already become
popular in the ad industry where disruptions are frequent. In 2014,
market statistics revealed that interactive pre-roll videos became
more relevant in the industry than the standard ones. The market
research conducted by Innovid encompassed worldwide audience. The
survey put up interactive videos in their platform for viewers all
over the world as pre-roll ads. The response they received from users
was huge.
Surveys found out that average interactive videos witnessed an
average completion rate of 77.7%. In this context, the percentage of
completion of standard videos was also not poor, being close to, but
less than that of interactive ones. However, the interactive videos
scored more in the duration they were being watches, even if,
majority of viewers did not complete them. Standard ads were watch an
average of 79.4% of the video, while, the interactive ads were watch
up to an average of 84.3%. Another contrasting feature was the
heightened brand awareness among viewers. Interactive ads were proven
to be much effective to bring up brand awareness among consumers. In
standard videos the awareness factor was 12.5%, whereas in
interactive ones, it was 31.0%.
The
click through rates in interactive units were less than that of
standard ones. It was 0.4% for the former and 0.8% for the latter
one. Interactive ads keep user attention within the unit that
resulted low CTR compared to standard ads. These type of ads
increases the engagement rate of users. In the previous year, the
overall engagement rate of users with pre roll videos was
2.8%, but in the next year it grew to 3% for ads that runs for longer
duration. The reason was the popularity of interactive videos.
The
effective growth of interactive video ads is also corroborated by
another market research conducted by Sizmek. The report release in
early 2015 cited that interaction rate for interactive videos was
3.2%. There was also a positive response on completion rate. The
report indicated that more than 80% of viewers watched more than half
of the ads.
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