Tremor Finds Bigger Videos Lead to Higher Completion Rates
Online video ad agency Tremor Video has found an easy way tor advertisers to get better engagement and completion numbers for their ads: show them in a bigger player. The agency says there's a direct relationship between the size of the video player and the performance of the ads.
When viewers watch an ad in a larger player, they're more likely to interact with it, Tremor found. Engagement rate doubled when ads were shown in a player 400 pixels wide. Moreover, the rate continued to increase the larger the video player.
Completion rates also benefited from a larger player. In testing this June, Tremor found that 62 percent of viewers finished an ad shown on a 400 to 500 pixel viewer. That rate increased by nearly 75 percent when the player size grew to between 500 and 700 pixels.
Not surprisingly, Tremor is putting this knowledge to use in-house: it's ensuring brand advertising partners that their ads are never shown in 300 by 250 pixel display ads, and prioritizing players 400 pixels or larger. In fact, 98.3 percent of its video ads ran in players that were 400 pixels or larger.
Viewers are more relaxed when watching a larger player, a Tremor representative says. Their behavior is closer to traditional TV-watching, so they're more likely to sit through ads.
While it's not yet profitable, the outlook is strong for Tremor, which sees big growth coming to online video advertising.
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