KING OF PRUSSIA, PA--(Marketwired - Apr 3, 2014) - People are more willing than they used to be to watch long pre-roll video ads. That's just one of many findings in Benchmarks Report 2013, which PointRoll released today.
PointRoll, a company that melds Big Data with Big Creative, divides its newest report on Internet ad performance into six categories -- Format, Size, In-Stream, Vertical, Viewability and Day of the Week -- across display, mobile and video.
Among the key findings:
- Adding video to rich media boosts interaction rates by an average of more than 17%
- In part because of their size, IAB Rising Stars deliver a 70% lift in CTR over other ad formats -- and 36% more brand interaction time
- 30-second in-stream video ads deliver a completion rate just 6% lower than that of their 15-second peers -- yet they earn a CTR 55% higher than 15-second ads. (That's good news for advertisers looking to repurpose 30-second TV spots.)
- Rich media interaction rate is higher during the week -- important information for brands -- but click-through rate is higher on weekends.
"Our team learned so much by examining this data," said PointRoll CEO Mario Diez. "Among other things, we offer kudos to ad exchanges and publishers, who have worked to increase ad viewability by 17% over last year. Their actions have improved trust across the entire industry."
Portions of this report were published first in VideoNuze, Direct Marketing News and MediaPost.
You can download the entire report here.
Since 2001, PointRoll, a Gannett Company (NYSE: GCI), has transformed the way advertisers, agencies and publishers create, manage and deliver the most effective digital advertising. Today, PointRoll provides advertising innovations across the many screens of video, mobile, desktop and social while offering a unique strategic creative perspective. With core technology in both multi-screen delivery and data driven creative and an industry leading dynamic creative optimization (DCO) offering, PointRoll enables advertisers to effectively connect and convert consumers through highly engaging and relevant ad experiences. For more information, visit http://www.pointroll.com or follow us @pointroll.