How can choice influence ad effectiveness?
Blip said that about 40% of pre-roll ads delivered against its videos are now choice-based and that these ads perform, on average, 36% better than regular pre-roll ads.
Specifically, Blip found from campaigns run in 2011 that when users are given the choice to interact with an ad by selecting which pre-roll they want to view, about 80% of the time they do indeed make a choice. Plus, click-through rates are 2% and completion rates 80% for these types of ads, higher than the industry average.
What’s more, when users are presented with the option to expand the ad with more videos from the brand or other interactive elements, click-through rates rise to 2.45% and completion rates to 82%.
A pre-roll ad with a branded environment surrounding it, dubbed a “pre-roll with skin” that can include calls to action, yields a 2.58% click-through rate and a 79% completion rate.
Finally, pre-roll bugs, which refer to small icons or logos that appear during the pre-roll to drive interaction, are generating about 2.14% click-through rates, and nearly 80% completion rates.