Most online video viewers are watching in-stream video ads to completion. That’s the finding of a new report from campaign management platform MediaMind that analyzed about 1 million impressions and said about 70% of the ads had been played all the way through, and 75% had been played three-quarters through.
MediaMind said those numbers underscore the strength of pre-roll and streaming video to deliver a brand message. Even at three-quarters of an ad played, that’s a good amount of exposure for a brand. MediaMind also said the average click through-rate for banners is 0.010%, while the average for in-stream video is 2.15%, an increase of more than 200 times. “While clicks are far from a perfect measure of advertising effectiveness, they are a proxy for the amount of traffic that a campaign generates. The data suggest that video can be a phenomenally effective way to drive users to a brand’s website for further engagement,” MediaMind said.
The company also shared results from a major multi-venue brand campaign executed by Dell last year targeting business-to-business users. The computer maker found that rich media and in-stream ads delivered the best results and highest conversion rates across all media, including TV, newspaper, magazines, billboards, airports and online.