Are you a “watcher” or a “skipper” when it comes to video ads?

According to recent research I came across by in-stream advertising technology provider AdoTube, ads displayed before video content, called pre-rolls, are more widely used by marketers in the UK than they are elsewhere. In addition, British consumers are 60% more receptive to pre-rolls than their peers overseas. Pre-rolls in the UK have higher click-through-rates and higher interaction rates than any other country. The reasons for this may not be immediately obvious, but what matters more for brands is how to capitalise on usersĀ“ readiness to interact with pre-rolls.

Econsultancy provides a few tips on how to increase interaction with pre-rolls, claiming that following these pieces of advice has resulted in a dismiss rate of just 11%, compared to global dismiss rates of between 55% and 85%.

First of all, marketers should know that giving users control may be good for them. There are polite pre-rolls that allow the viewer to dismiss the ad after a few seconds. Econsultancy says that giving users the option to dismiss the ad actually brings down page abandonment rates to 8%.

Interactive pre-rolls are better than standard ones, the website points out. Comparing the impact both types have on viewers, Econsultancy found that interactive pre-rolls achieve 10% higher engagement rates and 42% higher brand favourability.

Another useful hint for marketers is to monitor response and alter pre-rolls if they seem to fall short of expectations. This can be done with real-time systems involved in interactive pre-rolls, allowing marketers to tweak their message or call to action.

Brands could benefit if they decide to roll out their ads on a wide range of sites, including international ones. If they keep showing the same ads to the same viewers, they are more likely to see higher dismiss rates. Since pre-rolls are quite flexible and can be adjusted to different markets, going global is a move brands would not regret.

By Ben Hollom

Image – bloomua/