Pre-roll digital video advertising -- one of the best video revenue generators -- continues to work at a high level, especially for premium TV network content.
Though the ads lack appeal, consumers' pre-roll completion rates on premium TV network content remain higher than for non-TV publishers, says a new report from Ooyala.
The report says fourth-quarter 2017 pre-roll ad completion rates on PCs were 87%, up slightly from third-quarter 2017. Rates on connected TVs were at 91%, the same past three quarters.
Smartphones saw rates at 86%, up from the previous quarter’s 84%. Tablets were at 89% completion rate, a slight improvement from the previous period.
Non-TV publishers were a bit lower on video ad completions.
Ooyala says: “Consumers were more apt to graze away from content that — rightly or wrongly — was perceived as ‘less premium’ than that on broadcaster platforms.”
Publishers with video content on PCs shows the highest pre-roll completion rates at 82%.
Smartphones were at 72% during the fourth quarter, compared to 81% a quarter earlier. Tablets were at 77%, up from 75% in the previous quarter.