Online video ad network YuMe reports that, if 2009 is any guide, pre-roll ads are becoming less effective. The company said that, over the course of the year, online video viewers' click-through rates declined and the percentage of viewers who abandoned ads before they were completed increased as well.
YuMe's monthly data set comes from the 500-plus publishers that use YuMe's as platform and publishers that are members of its video ad network. The company said it served more than 3 billion video ad impressions in 2009.
YuMe reported that automotive ads, at 18 percent, was its No. 1 category, based on total dollars spent, with household (15.4 percent), beauty (10.1 percent) and food (9 percent) its next three biggest categories.
YuMe said average video completion rates for 15-second spots came in at 71 percent, while 30-second spots saw a completion rate of just 63 percent. But, click-through rates for the longer spot is nearly double that of the shorter, 1.5 percent vs. 0.8 percent.
Not surprisingly, the average video completion rate was highest among viewers 35-years-old and above, at 77.4 percent. They also had the second highest CTR or 1.7 percent; only the 6-14 age group had a higher rate, with CTRs of 3.5 percent.
- see this eMarketer report
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