Broadcasters Still Score With Digital Pre-Roll Ads

Broadcast content providers for digital media are still getting good value from their pre-roll advertising.

In the first quarter, pre-roll advertising for programming content from broadcasters on digital media witnessed completion rates at around 80% to 90% levels, according to Ooyala, an online video management company.

Broadcasters saw completion rates for pre-roll ads on their premium content at 91% on connected TVs and 84% on PCs.

Connected TV pre-roll completion results were flat at 91% versus the second quarter of 2017, and down from the first quarter of 2017. For PCs, it was down from 87% in the fourth quarter of 2017, and 90% in the first quarter of 2017.

Pre-roll advertising for broadcast TV content on smartphones was also in a similar range -- 87% in the first quarter of this year, 86% in the fourth quarter of 2017 and flat against the first quarter a year ago. Tablets were at 89%, slightly up from 86% during the same period a year ago.

Mid-roll advertising also remained steady. The research says pre-roll ad completion for premium TV content has exceeded 90% on every device for more than five quarters in a row.

Ooyala adds that non-broadcast publishers routinely have seen slightly lower completion rates for pre-roll ads than broadcasters for the entire time period that it has tracked those metrics. Pre-roll ad completion rates on PCs were at 83%, with smartphones at 74% and tablet rates at 83%.



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