SOURCE: Jun Group

Jun Group

November 19, 2012 12:00 ET

New Jun Group Study Compares Pre-Roll and Incentivized Video Advertisements

Findings Reveal That Incentivized Ads Lead to Higher Completion Rates, Viewer Engagement, Brand Awareness and Purchase Intent

NEW YORK, NY--(Marketwire - Nov 19, 2012) - Jun Group, the leading opt-in video advertising platform, today released new data that presents a side-by-side comparison of pre-roll and incentivized video ads. The data, which measured both ad units across a variety of categories, including completion rate, user engagement, brand favorability and purchase intent, revealed that incentivized videos are more effective across the board.

Pre-roll has long been the dominant video ad format, and represents the lion's share of online video campaigns. Critics have cited pre-roll's interruptive nature, as well as the time commitment it generally requires relative to the length of the actual content. They've also argued that the ads are especially irksome for mobile users who resent being forced to watch them on their phone. The purpose of this study was to examine the effectiveness of a potential alternative: incentivized video ads, which allow viewers to opt in to watching an ad in exchange for a reward. 

The findings are based on a sample of 7.7 million incentivized video ad views from Jun Group campaigns running between May and August 2012, as well as industry data on pre-roll ads. The data revealed insights across the following categories:

  • Engagement: Users are twice as likely to interact with a brand after watching an incentivized video ad
  • Completion: Viewers are 50% more likely to complete an incentivized video ad than a pre-roll ad (98% completion rates versus 67% completion rates)
  • Sharing: Incentivized video ads are shared three times more than pre-roll ads
  • Brand Awareness: Incentivized videos are better at driving brand favorability and purchase intent whereas pre-roll video ads are more effective at driving brand awareness.

"Gripes about pre-roll are nothing new, but until recently most marketers haven't realized that there is an alternative," explains Jun Group CEO, Mitchell Reichgut. "At Jun Group, we've long held that opt-in units are a better, more respectful way to reach consumers, and now the data speaks for itself. Incentivized ads outperform pre-roll on nearly every significant metric and deliver vastly better results for advertisers."

About Jun Group
Jun Group is the premier opt-in video ad platform. The company delivers millions of monthly opt-in video views on social networks, music and entertainment sites, and mobile devices. Rather than interrupting consumers, Jun Group uses an incentivized system to reach them on their own terms. Jun Group distributes videos from 15 seconds to 3 minutes long with some of the highest engagement, sharing, and completion rates in the industry. Jun Group enables advertisers to reach consumers across multiple screens with one simple buy and fully transparent, site-specific reporting. Founded in 2005, Jun Group has offices in New York, Chicago, and Los Angeles. For more information, visit www.jungroup.com.

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