Commentary

Interactive Video Advertising Getting Better Results

According to the findings of the recent PointRoll Video Benchmark Study, 78% of viewers completed 100% of interactive in-stream ads, compared to 69% who completed 100% in-stream ads without interactive elements. Additionally, interaction rates for in-stream video ads were more than three times higher than that of in-banner video ads, where users specifically took an action within the ad.

The Study, which compared campaign results from April–December 2011, also revealed some interesting nuances across vertical ad categories. Among those that were top performing across interactive in-stream ads were automotive, entertainment and non-profit organizations.

Interactive In-Stream

 

 

 

Video Completion Rate

Vertical

Interaction Rate

Click

Through

Rate

25%

50%

75%

100%

Restaurants & Food Service

0.66%

0.50%

53.08%

40.72%

33.84%

29.31%

Consumer Goods Manufacturers

2.07%

1.17%

69.32%

58.79%

53.78%

48.27%

Retail

0.95%

0.81%

97.18%

83.10%

63.38%

56.34%

Food & Beverage Manufacturers

0.27%

0.08%

83.33%

75.00%

66.67%

58.33%

Entertainment

0.81%

0.16%

90.43%

84.18%

78.73%

69.77%

Non-Profit Organizations

2.46%

0.99%

83.85%

78.41%

74.75%

70.80%

Automotive

12.29%

 0.42%

93.99%

88.94%

84.61%

80.66%

Source: Pointroll, January 2012 (Benchmarks from April 2011 – December 2011)

Consumer electronics manufacturers, consumer goods manufacturers and telecommunications companies were among the top three vertical categories for in-stream video ads that did not include interactivity.

Non-Interactive In-Stream

 

 

Video Completion Rate

Vertical

ClickThrough

Rate

25%

50%

75%

100%

Food & Beverage Manufacturers

0.84%

77.89%

78.21%

66.99%

69.02%

Consumer Electronics Manufacturers

1.19%

93.02%

88.82%

85.80%

82.89%

Consumer Goods Manufacturers

0.62%

98.58%

97.70%

97.10%

96.85%

Restaurants & Food Service

0.05%

11.91%

10.68%

9.70%

9.03%

Telecommunications

1.34%

90.62%

86.12%

83.83%

82.12%

Finance

0.52%

88.13%

81.60%

76.05%

67.80%

Insurance

1.54%

88.08%

82.46%

77.23%

72.28%

Entertainment

0.71%

88.17%

85.26%

78.64%

75.78%

Automotive

0.25%

40.96%

30.22%

27.31%

25.79%

Pharmaceutical

0.23%

87.47%

79.46%

73.48%

61.55%

Notes: Benchmarks from April 2011 – December 2011

Rob Gatto, CEO of PointRoll, notes that “... our research supports how valuable these ads can be in helping advertisers to achieve ROI on their video campaigns... as advertisers... expand campaigns across digital platforms...  and consider video ads as a tool.. they (should) consider interactivity as a feature in their video ads... “

PointRoll data is based on billions of impressions for mouseover rich media, polites excluded

To find additional material in the release, please visit PointRoll here, and to view charts and data, please go here.

 

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