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Direct Response Marketing

Viewers Sticking with Long-Form Online Video Ads

28 Nov, 2012 By: Doug McPherson


SAN MATEO, Calif. – It looks like long-form advertising is working for online videos.

Online video technology firm FreeWheel has found that even though 87 percent of all professional video views are for videos less than five minutes, the completion rates for ads in videos longer than 20 minutes remains much higher than in short and mid-length videos.

The report found in its recent study analyzing video and ad views that the completion rate for video ads in long-form programming was 93 percent in the third quarter, the highest it’s ever been and also the second quarter in a row during which the completion rate has checked in at above 90 percent. For most of last year, completion rates for ads in long-form videos were in the mid-80s.

FreeWheel says ad completion rates in long-form programming, which mostly includes TV shows, have risen nearly every quarter for the last two years. For instance, in the year-ago period, completion rates were 82 percent.

Daisy Whitney, a writer for MediaPost, says this is even more promising for TV networks because the ad loads in long-form videos averaged about seven ads per 20-minute video in the third quarter, up from five ads a year ago. The average ad load actually dropped from eight in the second quarter, but that is likely due to more re-runs of shows in the third quarter summer months. Freewheel expects the ad load to pick up again in the fourth quarter.


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