Placing an ad in the beginning of the video is supposed to be more
acceptable than to place it on the middle. Apparently, there are
several advantages to place the ad in the beginning rather than in
the middle or in the end. Apart from the technical advantages in the
installation part the format appears as a non-interruptive form of
advertisement even though the change in position would transform it
invariable to an interruptive format. Being in the beginning, they do
not have to disturb viewers right in the middle of the video. Thus,
the formats other than pre-rolls are supposedly the reasons of
increasing popularity of ad blockers, which is bringing a gradual
impasse to the complete industry, pushing it to another stage of the
business.
However,
a recent industry survey indicated that in the early part of 2015,
three quarters of the total online videos had ad placements in the
beginning or before they start, while a mere 20% had video ads in the
middle as mid roll videos. Thus, pre-rolls were the dominant format
of video advertisement in the industry, but the trend is fading away
rapidly. In the next survey, which was conducted by middle of 2016,
mid roll ads slowly grew up in its share. Meanwhile, pre-roll videos had a decline. It was found that they comprised of 60%
being reduced by 15% from their previous count. In the same time, mid
roll ads become more popular incr4asing their share to 25% from 20%
in the former instance. Thus, it can be forecasted that, if the
current trend goes on without any tangible interruption, mid roll ads
will become dominant in the digital ad sphere, while pre-rolls being
reduced to secondary status.
After
adequate retrospection on the data, the survey was rolled out to dig
the reason behind the gradual transformation in the industry. It was
found out that videos were not even browsed and users drop off before
they even started. The underlying reason was found out to be the
reliance on pre-roll video ads. The effect was direct in the audience
base. Users, when confronts a pre-roll are more likely to do away
with the video itself. This has a negative impact not only in the
brand, but to the overall strategy of video advertisement.
Against
this backdrop, mid rolls are offering a new avenue to marketers.
Substituting the pre-roll videos with mid rolls increases the chances
of user engagement with it. The impact was positive and such ads
achieved higher rate of ad engagement and ad load. Per research,
videos with pre-roll ads are five times more likely to be abandoned
compared to videos with mid roll ads. Viewers are more accustomed to
mid rolls as they have already watched the video and want to continue
further. Thus, people are more willing to get on with mid roll videos
than pre-rolls.
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