If you’re among the 182 million or so who watch an online video each month, then you’ve seen a pre-roll, mid-roll or post-roll advertising video. These video ads are gaining traction in views and acceptance. This is a new opportunity for direct marketers to take this format and use it to generate response based on direct response broadcast experience.
While it may be tempting to think no one watches these videos, the studies from Nielsen and the Interactive Advertising Bureau suggest otherwise. On average, people who are streaming video watch ads for 20 seconds with an average completion of 87 percent. Pre-roll ads at the beginning of videos average around an 80 percent completion rate. Mid-roll ads, in the midst of a video, experience completion rates of 89 to 99 percent depending on the length, and post-roll placements have completion rates exceeding 70 percent.
(If the video isn’t just above this line, click here to view it.)
With the explosion of online video advertising acceptance and the number of views by web users, now may be an opportune time for direct marketers to adapt proven direct response broadcast methods and apply them to online video advertising.
Because of the popularity of online video ads, eMarketer estimates video ad spending will grow more than 41 percent this year, reaching 4.1 billion dollars. Direct marketers are strongly positioned to reap the benefit of online video advertising because of our understanding of how to generate response based on years of direct response broadcast advertising experience.
Today’s video gives you the statistics from studies and surveys of advertising executives, which reveals what the branding world is doing (and not doing) that could work to the advantage of direct marketers.
While the traditional advertising agency world is focusing on impressions and views, we look at conversions and sales. And that, my direct marketing colleagues, is what can separate the effectiveness of your online video ads from all others.