AdoTube Introduces the Polite Pre-Roll
Can a video advertisement be polite? New York-based video advertising agency AdoTube thinks so, and has just introduced a new pre-roll model called the Polite Pre-Roll. It's an interactive format that lets the viewer dismiss and retract the ad when it first appears. If the viewer closes the ad, he or she can watch their intended video, but an on-screen reminder soon appears urging the viewer to watch the remainder of the ad.
While it's called a polite pre-roll, it's a big of a nagging pre-roll, too.
The ad is actually a full screen overlay that appears at the beginning of the target video. When the viewer opts to skip the ad, they're not actually closing it. The overlay is still in place, able to show reminders at the appropriate times.
In testing, AdoTube found the new format had a strong click-through rate 133 percent better than standard pre-roll ads, and a low abandonment rate 36 percent lower than standard pre-roll.
Interested advertisers can test out the Polite Pre-Roll at AdoTube's gallery page.
"We are constantly looking to innovate in ways that create a better experience for advertisers, consumers, and publishers," says Steven Jones, chief strategy and operations officer for AdoTube. "The Polite Pre-Roll accomplishes both by providing users the choice to view the ad when they want to, creating engagement opportunities far beyond that of standard Pre-Roll."
A study of millions of video impressions finds that mid-roll ads have higher completion rates that even pre-roll ads.
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