Pre-roll ‘the most informative and engaging’ video ad format | Ad Tech | News | Rapid TV News
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Compared with mid-roll and out-stream, pre-roll is considered the least interruptive ad format across devices, offering several commercial advantages, says a study from YuMe, Magna and the IPG Media Lab.

yume survy 18 April 2017The companies examined the impact and value of pre-roll, mid-roll, out-stream and social video across multiple screens, including mobile and PC. The resulting report, Navigating The New Digital Video Landscape, revealed key areas for digital growth, including the user experience across video ad formats and devices, performance against brand KPIs, and strategy optimisation.

Among the key findings is that pre-roll remains a solid, formidable platform in which to showcase brand offerings. The study found that only 17% of mobile device users feel that an ad interrupts the content, compared with 60% on out-stream and 72% on mid-roll.

Despite being less intrusive than mid-roll and out-stream formats, the report also found that un-skippable pre-roll achieved the greatest break-through (ad recall), with 54% of consumers found pre-roll ads on mobile engaging, compared to 37% and 44% on out-stream and mid-roll, respectively. Social video was found to have offered a ‘unique’ environment on mobile, allowing ads to feel the most integrated with the content. Two-thirds of viewers agreed that social video did not disturb their browsing experience compared with 53% who agree for pre-roll. Mid-roll communicated brand messages particularly well on larger, more TV-like screens. It ranked higher in message recall for desktop viewers at 27%, compared to 8% for out-stream.

“We are big advocates of marketers using a mix of video formats and strategies to effectively reach target audiences, but it also comes as no surprise that pre-roll remains a dominant cornerstone in a multi-format approach. This artful balance of formats meets brand objectives while delivering memorable experiences for consumers,” said YuMe chief revenue officer Michael Hudes. “Through this trial, we’ve been able to clearly outline and reveal the power and impact of video formats across devices. This type of data and insights will prove invaluable for brands continuing to innovate in this space.”

“The results of this media trial offer unique and compelling insights that brands will be able to leverage across platforms,” said Kara Manatt, SVP, Intelligence Solutions Strategy at MAGNA. “User experience is not only critical to individual brand success, but also to the success of the industry as a whole. Brands can now make even more informed, data-driven decisions in order to better connect with audiences and create better user experiences at the same time.”