Over the past year, spending on in-video advertising by consumer-packaged goods brands soared 377%, according to a new report from video ad network AdoTube. As a result, the CPG vertical represented 30.4% of all in-video ads served during the third quarter of the year.
In addition, the index highlighted a continued interest in interactive ad formats, which accounted for 48% of all ads served by AdoTube in the third quarter.
Also during the quarter, so-called "polite" pre-roll click-through rates grew to 4.54%, while standard pre-roll dipped to 2.67%. Overall, engagement rates for interactive ads averaged 21.6%, AdoTube found. AdoTube's In-Video Ad Format Index is gleaned from analysis of 1.9 billion impressions across its own video ad network.
Going up against ScanScout and VideoEgg, the New York-based AdoTube has been building a network of publisher sites for about three years. Its software can be plugged into any flash player or load ads on videos pulled from any source, including YouTube, Daily Motion, and the like.
This summer, AdoTube debuted a vertically integrated in-stream video ad platform. With the launch, AdoTube aimed to expand in-stream ad opportunities by giving users the ability to take advantage of any ad asset on any video player within any publisher or network. AdoTube's vertically integrated approach pulls together the tools it considers necessary to execute a "complete" in-stream ad campaign. The platform allows advertisers to place their messages on Web content directly within video players. Among other features, the new platform allows clients to upload existing ads, create new ads, or access AdoTube's creative services for customized ads.
To date, the company has raised about $1.2 million in seed funding, most recently securing about $600,000 in mid-2008.