Study Finds Pre-Roll To Be Most Preferred of Video Ad
The results of a scientific media trial by YuMe examining the impact and value of pre-roll, mid-roll, outstream and social video across multiple screens, including mobile and PC, found that pre-roll is distinctly the most preferred video ad formats
Compared to mid-roll and outstream, pre-roll is considered the least interruptive across devices, with only 17% of mobile device users feeling the ad interrupts the content, compared with 60% on outstream and 72% on mid-roll.
54% of consumers found pre-roll ads on mobile engaging, compared to 37% on outstream and 44% on mid-roll.
“We are big advocates of marketers using a mix of video formats and strategies to effectively reach target audiences, but it also comes as no surprise that pre-roll remains a dominant cornerstone in a multi-format approach. This artful balance of formats meets brand objectives while delivering memorable experiences for consumers,” said Michael Hudes, Chief Revenue Officer, YuMe. “Through this trial, we’ve been able to clearly outline and reveal the power and impact of video formats across devices. This type of data and insights will prove invaluable for brands continuing to innovate in this space.”
Other key findings From the YuMe research trial of 6,864 users:
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