Editorial content makes swell nest for video ads

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video_small.jpgADOTAS – A video can tear a user away from the news, but not from a status update or an online quest.

A new study by Eyeblaster found that while video ads outperformed next to editorial content, particularly news, finance, music and sports, they lagged in social media and gaming contexts.

In addition, the report found that in-stream video ads were the most completely viewed in proportion to other video ad formats such as in-banner and floating. Users must be nostalgic for the age of silent film because few un-mute video ads. Auto-initiated video witnessed the highest un-mute rate.

And not surprisingly, every five seconds added to a video deducts from the fully-played rate by 2.8% on average.

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