Pre-roll interactive video ads online are a big hit in the UK
Posted on Jun 14, 2013 by YuMe
Advertisers, content producers and brand marketers must constantly adopt to consumers' evolving digital engagement habits. New research from advertising analytics provider Exponential reveals pre-roll interactive video ads online are proving effective, especially in the U.K.
People want to interact with the text they're reading and the photos and videos they're viewing. Digital and mobile technologies have made content consumption a hands-on experience, and many brands have seen success by investing in interactive pre-roll ads.
According to Econsultancy, Exponential found interactive pre-rolls – clips that include games, retailer locater functions or data entry - account for 72 percent of in-stream video ads in the U.K. That's twice the portion these ads occupy on the global scale, which is 36 percent.
Exponential based its data on more than 9,500 marketing campaign and nearly 13.5 billion impressions registered in 2012.
The company determined consumers in the U.K. are 60 percent more likely to interact with these pre-rolls than their counterparts around the world. In addition, 60 percent of all in-stream ads in the U.K. are viewed all the way through and 15-second video ads have an 18 percent higher completion rate than 30-second ads.
"It's tricky to say if Britons are simply more inclined to engage with ads or whether U.K. brands are delivering more relevant and engaging creative," said Niki Stoker, Exponential U.K. managing director. "Whatever the case, the figures are extremely encouraging for the U.K., particularly compared to the global picture."
Other additional findings from Exponential include: