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.
Advertisers are experimenting with shorter pre-roll ad formats, but viewers still don’t like them. For high completions, go with mid-roll ads.
In a real-world test of video gamers, YuMe found that VR ads were remembered at a high rate, with VR pre-rolls showing strong aided recall performance.
Pre-rolls are the big winner in a new report, and are seen as providing the best value exchange for free content, but mid-roll and outstream video ads have roles to play, as well.
As young viewers especially watch more video on their smartphones and tablets, advertisers follow right behind. Mobile is dominant in most parts of the world.
When mobile viewers are rewarded for their time, they have more positive feelings about the video ads they see. That translates to strong brand lift.
Advertisers are signing up for mid-roll ads in greater numbers since viewers are more likely to watch the full ad, but there are still pitfalls to avoid.