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Study: TV Sites Best for Video Viewability

4 Sep, 2013 By: Doug McPherson

NEW YORK – Roughly 90 percent of video ads in first-quarter 2013 were repurposed TV spots and generated an 85-percent completion rate on average, says a report from Tremor Video, a video advertising solutions company.

Tremor studied 2.3 billion impressions that ran through its platform that quarter, and reported that the engagement rate for ads doubled that of a typical pre-roll when an ad included interactive elements.

Tremor also studied viewability and found that it varies depending on the environment. Broadcast TV sites fared best in making sure video ads were in high-quality placements and visible on the page. The average video ad viewability was 83 percent, while broadcast TV sites scored 89-percent viewability on average – and never slipped below 83 percent. Meanwhile, viewability was 82 percent on cable TV sites, 78 percent on Web-only destinations or portals, and 73 percent on ad networks and exchanges. Overall, viewability ranged from 43 percent to 94 percent.

When an ad appears in a smaller player, the performance of the ad drops. Completion and click-thru rates were a bit higher for ads in larger players. But dayparting has little impact on the Web. Tremor says there wasn’t a single hour that accounted for more than 6 percent or less than 3 percent of the unique reach.

In related news, mobile ads are driving high engagement rates, according to a study by Jun Group, a native video ad platform. Mobile video ads have twice the engagement rate of desktop video ads, Jun Group said. Users watching mobile video are more likely to take an action after watching an ad, such as visiting a Facebook page or visiting a brand site.

The research also found that made-for-mobile ads performed better, with a 3.3 percent engagement rate – compared to 2.5 percent for mobile ads that are repurposed TV spots.

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