• by Tanya Gazdik , August 19, 2008

Pre-roll advertising is highly effective when paired with the right content, according to new proprietary research from online video ad network Tremor Media.

A study of more than 100 campaigns with nearly 65 million pre-roll impressions showed pre-roll video completion rates of around 80% for both 15- and 30-second streaming video advertising.

"We've seen slightly higher completion rates for 30-second ads than 15 seconds," said Tremor CEO Jason Glickman in a statement. "While we wouldn't suggest it as a best practice, it is proof that audiences are willing to accept pre-roll advertising in exchange for the content they want, on demand."

The findings are similar to another recent study of video ad units by Break Media and video ad technology provider Panache, which showed that completion rates for pre-roll video ads approached 90% and click-through rates averaged 10%.

The Tremor Media study tracked campaigns in the automotive, entertainment, technology, CPG, business/finance, and food and beverage verticals. Vertical categories with only 15-second pre-roll data included travel and tourism, teen's interest, men's interest, and women's interest campaigns.

According to a recent Ipsos MediaCT study, consumers are showing an increased willingness to watch advertising in exchange for free online video content. Two-thirds of the respondents said it was reasonable to show advertising in front of professionally produced content such as music videos, news and sports clips. More than half (52%) said that it was not reasonable to have advertising surround user-generated content--the type of content that is not offered by Tremor Media.

Tremor Media offers advertisers both in-banner and in-stream video advertising opportunities on over 1000 top-tier publisher sites with more than 105 million unique visitors per month.

Tremor also offers the Acudeo Video Monetization Platform for publishers, a suite of products and services to monetize streaming video and maximize ROI.