Study: In-stream ads tops in viewer recall

More than than half of video viewers in a new study recalled seeing pre-, mid-, and post-roll ads more often than any other display ad format.

The Yahoo (NASDAQ:YHOO) study suggests those ads may boost a viewer's awareness of brands, offering advertisers a new arsenal of marketing tools.

Viewers recalled 35 percent of banner ads, 20 percent of overlays and 18 percent of sponsorships. Video banner ads and pop-up ads scored only 13 percent and 11 percent respectively, the Yahoo study showed.

Yahoo said in-stream ads may have strengthened brand awareness and even helped viewers remember the actual product being advertised, but they were not as effective at prompting the viewer to take action. That distinction belongs to expandable video banners, which saw a 39 percent action rate, followed by 36 percent for pop-up videos and 32 percent for sponsorships.

For more:
- see this eMarketer article

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