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 users´ 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/

Ben Hollom

September 25, 2013