Hey, Pre-Roll Ads Aren’t So Bad!
ADOTAS – Pre-roll ads aren’t the no-gos many thought they were, according to new findings from Jupiter Research. In fact, pre-roll ads result in audience loss only about 5% of the time.
The report, which focused on Europe, found that Europeans have doubled the time they spend watching TV online in the past year – and online advertising is keeping up, AdAge reports.
About 20% of online display ad spend will be devoted to online video ads in Europe, the study found (accounting for $1.4 billion by 2012, up from $224 million last year).
Tremor Media reported that 20% of its 15-second pre-roll ads were ditched before they were done – but AdAge points out that many sites report that 10% of users ditch videos within 15 seconds, whether there’s a pre-roll ad or not.
“It makes sense that in-stream ads are more popular, because everyone has broadband now and we expect to see richer content on the Web,” Jeroen Matser, strategy director at Tribal DDB, London, told AdAge. “It’s also a return to allowing people to sit back again. People can relax and be entertained, which might be refreshing in this cluttered, call-to-action environment.”
Short-form video wonder YouTube doesn’t run pre-roll ads, claiming they lose as much as 50% of their audience with them.
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