Study: TV Sites Best For Video Viewability

Nearly all online video ads are still copies of TV ads. About 90% of video ads in the first quarter were repurposed TV spots and generated an 85% completion rate on average, said Tremor Video's VideoHub in a just-released report. The video advertising company studied 2.3 billion impressions that ran through its VideoHub platform that quarter, and reported that the engagement rate for ads doubled that of a typical pre-roll when an ad included interactive elements.

VideoHub also studied viewability and found that it varies, depending on the environment. Broadcast TV sites fared best in making sure video ads were in high-quality placements and visible on the page. The average video ad viewability was 83%, while broadcast TV sites scored 89% viewability on average, and never slipped below 83%. Meanwhile, viewability was 82% on cable TV sites, 78% on Web-only destinations or portals, and 73% on ad networks and exchanges. Overall, viewability ranged from 43% on the low side to 94% on the high side.



When an ad appears in a smaller player, the performance of the ad drops. Completion rate was a bit higher for ads in larger players, and click-through rate dipped for small players.

Dayparting isn’t a big issue on the Web. There wasn’t a single hour that accounted for more than 6% or less than 3% of the unique reach, VideoHub said.

In related news, mobile ads are driving high engagement rates, according to a study by Jun Group, a native video ad platform. Mobile video ads have twice the engagement rate of desktop video ads, Jun Group said. Users watching mobile video are more likely to take an action after watching an ad, such as visiting a Facebook page or visiting a brand site.

The research also found that made-for-mobile ads performed better, with a 3.3% engagement rate -- compared to 2.5% for mobile ads that are repurposed TV spots.
3 comments about "Study: TV Sites Best For Video Viewability ".
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  1. Pete Austin from Fresh Relevance, August 29, 2013 at 11:45 a.m.

    "Nearly all online video ads are still copies of TV ads". I assume you mean ads seen, not ads made, because there are literally millions of specialist adverts on youtube, for example videos of conference presentions.

  2. Bobby Campbell from Adkarma, August 29, 2013 at 12:52 p.m.

    Good info its important to remember to tailor your ad to the platform you are running on i.e. tv, desktop, mobile ect it will turn great results into fantastic results

  3. Paula Lynn from Who Else Unlimited, August 29, 2013 at 3:38 p.m.

    It's expensive to make new ads. Professional ads get very expensive. Who is going to pay - the companies and share holders absorb the costs or will they be passed on to the consumer ? So before complaining, take a picture of the entire story.

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