The latest quarterly index from Ooyala shows mobile video pre-rolls showing impressive gains, while midrolls are big on connected TVs.
Streaming video views are up, but publishers and advertisers are still searching for the best way to monetize them. That’s led to a healthy video ad evolution, reports Ooyala.
Viewers often stop playing a video when a pre-roll ad appears, unwilling to sit through it. But they’re invested in the show by the time they see a mid-roll ad.
The online ad market is growing fast, led by better data and increased reliance on programmatic channels, but creative solutions are needed for common problems.
Advertisers are experimenting with shorter pre-roll ad formats, but viewers still don’t like them. For high completions, go with mid-roll ads.
The video ad world faces two major challenges this year, says Ooyala: brand safety and ad-blockers. A smart use of data and tech could be the solution.
Ooyala has released its annual survey on the online video ecosystem, and its sees data as the next big driver. Learn the strategies to reach connected consumers.