TV Content Posts Strong Pre-Roll Ad Completions
- by Wayne Friedman , March 15, 2018
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.
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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?
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.