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.
Using 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).