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Vindico Study Shows Lack of High-Quality Online Video Advertising


How is online video supposed to compete with television for advertising if this is the case? Ad management platform Vindico has released its annual report for 2013, finding that only 34 percent of online video ads offer a high quality experience similar to that of TV ads.

ViewabilityUsing its Adtricity tool to measure player size, page location, traffic sources and more, Vindico found that online broadcasters have a long way to go if they’re going to compete with TV for ad dollars.

Viewability is a chief concern for Vindico, which finds that 56 percent of all online video ads don’t even have the chance to be seen. Some sites are better than others, however. For the major media sites, 78 percent of video ads are viewable. Brand pages and ad networks, however, each rate at 37 percent viewable. Ads that can’t be viewed are wasted inventory, Vindico notes.

Quality ad placements — where the video player is large and in view — lead to better completion rates and higher click-through rates. To help advertisers get seen, Vindico suggests that “viewability” is a must-have metric, and that the quality of the ad experience itself can and should be objectively measured.

View the full annual report for free (no registration required).




Discussion

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  1. Agree wholeheartedly.

    Vidillion pre-screens all video ads for our Connected TV / TV broadcaster ad platform.
    Vidillion delivered CTV ads in 98 countries last month; so we need to be just as careful about publisher safety as advertiser safety.
    The quality of ads have really dropped since the beginning of the year. Vidillion staff has noticed a surge in incorrect formats, cue cards displayed at the beginning of ads, ads that are cut off, even ads that have the frame ratio inverted.
    The quantity of incorrect ads originating from one (unnamed, non-public) ad network is surprisingly high; despite numerous emails to their management apprising them of the issue.

    Posted by Dennis Nugent | May 13, 2014, 2:24 pm