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Understanding Video Ads
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Understanding Video Ads

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At what point do viewers typically abandon online ads? Does time-of-day impact ad completions? Join Akamai Technologies' webinar Tuesday 12/10 at 1pm EST on "Understanding the Effectiveness of Online …

At what point do viewers typically abandon online ads? Does time-of-day impact ad completions? Join Akamai Technologies' webinar Tuesday 12/10 at 1pm EST on "Understanding the Effectiveness of Online Video Ads" to find out! Register here: http://www.media-server.com/m/p/8gha6vvh#!

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  • 1. Understanding Video Ads 1 ABANDONMENT RATE COMPLETION RATE Percentage of viewers who have abandoned before a given point in the ad. Percentage of ads that a viewer watches completely without abandoning. TIMING IS EVERYTHING Ads placed in the middle of a video have higher completion rates because viewers are more engaged with the video then. COMPLETION RATE FOR PRE-ROLL ADS 97 45 % % COMPLETION RATE FOR MID-ROLL ADS PATIENCE Viewers watching a long-form video (such as a TV episode or a movie) are more likely to complete ads than viewers watching short-form videos (such as news clips or highlights). COMPLETION RATE FOR POST-ROLL ADS 100 Completion Rate (%) 74 % 80 60 40 20 0 Short-form videos Long-form videos SLOW VIDEO VS. ADS People have more patience for ads than for slow-loading videos. Viewers abandon 3X faster when waiting for a video to start than when they are watching a pre-roll ad. THE FIRST FEW SECONDS After ten seconds, 46% of viewers will abandon a slow loading video, while only 13% of viewers will abandon a pre-roll ad. LONGER ADS MEAN LOWER COMPLETION Because viewers have less patience for longer ads, they complete fewer. WELCOME BACK % % 85 78 COMPLETION RATE FOR REPEAT VISITORS COMPLETION RATE FOR ONE-TIME VISITORS Repeat viewers are likely more interested in the video content offered by a site than a viewer who only visits occasionally. Repeat viewers tend to have much higher ad completion rates. To learn how you can improve video performance and maximize engagement, visit akamai.com/sola 1. “Understanding the Effectiveness of Video Ads: A Measurement Study” — S. Shunmuga Krishnan (Akamai Technologies), and Ramesh K. Sitaraman (University of Massachusetts, Amherst & Akamai Technologies), ACM Internet Measurement Conference, Oct 2013. The data analyzed for this study spanned: 367MM videos watched | 257MM ads | 65MM unique viewers | From 3,000 publishers around the world

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