TV Content Posts Strong Pre-Roll Ad Completions

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.



2 comments about "TV Content Posts Strong Pre-Roll Ad Completions".
Check to receive email when comments are posted.
  1. Ed Papazian from Media Dynamics Inc, March 15, 2018 at 12:57 p.m.

    When will they learn that mechanical indicators such as "completion rates" tell only a small part of the story where ad effectiveness is concerned. What about ad message registration and changes in brand preference, for example? Oh, I forgot,---to get such info you have to talk to people--"users"---and we just can't bring ourseklves to do that---can we?

  2. Sheldon Senzon from JMS Media, Inc., March 15, 2018 at 3:53 p.m.

    Well said as usual. Classic example of " please don't confuse me with the real facts". Talk about taking the easy way out by hanging one's hat on completion rates.

Next story loading loading..