Discover what size video ads outperform the competition
The presence of video ads online is growing online.
This fact may have led to a decrease in completion rates for video ads across the board. However, there is still value in using video ads, especially video ad sizes that have been shown to outperform the competition.
A recent article from eMarketer discussed the most recent data from PointRoll’s 2010 findings. According to the data, 45.8% of video ads were viewed to at least 50% completion in 2010. In 2009, 56.5% of video ads were viewed to at least 50% completion.
Fully completed video ads also went down by 9.5 percentage points between 2009 and 2010.
There are a few possible reasons these numbers have decreased over the past year. As mentioned earlier, video is becoming more popular and accessible online. Since the medium is no longer new and exciting, some Internet users may have already grown tired, or desensitized, to video advertisements.
Some video ads have also gotten longer in duration, which can frustrate users as well.
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Although the view-to-completion rate for all video ads are lower than previous years, it’s worth mentioning the ad sizes that were the most successful.
Large rectangle ads, most commonly 300×250 in size but also ranging from 250×250 to 728×300, scored the highest. 51.1% of viewers completed at least half of these advertisements while 42.4% viewed these video ads to completion.
Following the large rectangle ads in popularity was skyscraper banners. These video ads were most commonly 160×60 in size, but also ranged from 120×480 to 336×600.
When it came to the completion rate, 48% of viewers watched at least half of the ads while 40.8% viewed the ad to completion.
These findings don’t spell the end of video advertising. Online video content allows for rich media components that engage viewers. The key is to use appropriate ad sizes, place video ads in locations that aren’t oversaturated by other video content and include a creative that adds value to the users experience. For instance, If you are selling a physical product, video content that shows detail of the product from every angle and elaborates on how the product is used will prove to be valuable to users.
For more on this topic, take a look at this article from eMarketer.
