-->
Take the Secure Streaming and Broadcast Workflows Survey & You Could Win a $250 Amazon Gift Card

NAB Report: Adobe Study Highlights Video Ad Effectiveness

Article Featured Image

Now that Adobe is in the online video advertising business (remember, it bought Auditude in November, 2011, and unveiled Project Primetime, an end-to-end ad insertion and video streaming solution in February, 2012), it has released a study designed to increase ad effectiveness.

Called the 2012 Adobe Digital Video Advertising Report, it includes several findings designed to help advertisers get better results online. For example, while pre-roll ads are common in online video, Adobe's report finds that mid-roll video ads offer far better completion rates: 87 percent versus 67 percent for pre-rolls.

The study also finds that mobile video viewers are far more likely to complete watching a video than any other type of viewer: 94 percent of video ads on mobile devices are completed.

Likewise, ads in live sports also offer far better completion rates. Ads in live sports events are completed 85 percent of the time, compared to ads in video-on-demand content, which are only completed 62 percent of the time.

Viewers are more likely to complete video ads shown along with professional content: 72 percent of ads in premium content are completed, compared 63 percent with user-generated content.

Video ads in long-form content do better than ads in short-form content, and post-roll video ads are only completed 50 percent of the time.

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Adobe Launches Creative Cloud for Subscription Access

Creative Suite 6 access is now available on a month-to-month basis; subscribers get 20GB online storage.

Adobe Project Primetime Combines Publishing, Ads, Analytics

At the Mobile World Congress, Adobe took the wraps off a streamlined tool for delivering, protecting, and monetizing online video.

Adobe Buys Auditude, Brings Video Advertising In-House

By adding advertising to its lineup, Adobe hopes to create a full-service workflow for publishers.

Auditude Adopts Innovid's iRoll Ad Unit for Greater Engagement

Premium advertisers plus a compelling pre-roll experience should lead to greater viewer interaction.