Stats Support the 30-Second Pre-Roll
Those half-minute ad spots slowing us down from getting to our video are apparently making us think a product is relevant and encouraging us to consider its brands. Aw man! Nice job guys.
The Online Publishers Association today released a downloadable report finding U.S. online video users respond pretty favorably — in terms of the things ads are meant to do, like persuade us to seek further information on a product — to 30-second pre-roll ads. The report is full of not-particularly-well-labeled charts, but here’s its conclusion about what works:
Oh, and we have a pretty attractive demographic (well, maybe not in looks, but in advertiser demand):
There’s also some basic survey data about our habits — like news is the most popular online video category, with 14 percent claiming to watch it daily, as opposed to 11 percent watching weather and 9 percent jokes and funny clips. Oh, and we most commonly discover video while randomly surfing or visiting video websites specifically (with 44 percent and 43 percent, respectively, reporting they do so), while just 4 percent of us use video RSS feeds.
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[...] Video Watchers Want Short Ads; another study on this hot topic, though this one also seems less than perfect, with a survey rather than actual tests. (AdAde, by a [...]
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— 10:36 AM on June 11, 2007
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Call me crazy, I just don’t believe it.
Wow – I am that demographic and I HATE 30 second pre-roll ads so much so that I never watch them.
OPA members consist of mostly members who run 30-second pre-roll ads:
http://www.online-publishers.org/?pg=about
and their mission:
“The mission of the Online Publishers Association is to advance the business interests of high-quality online content providers before the advertising community”
I’d like to see an independent study done on the 30-second pre-roll.
I suspect that 99% of the readers of NEWTEEVEE know that pre-rolls are already a dead format (even those who work for companies that provide that service) unless under :10 and tied to other Brand ad units, and will garner very low CPMs once market matures.
What would be nice is some editorial and context provided when articles like this are posted, instead of relying entirely on reader comments to provide.
Ouch! Noted, zmedia101.
While I don’t much care for pre-rolls myself, I am willing to believe that on some sections of the web (for instance news video) they are more generally accepted.
Does anyone know where the actual downloadable report cited is? All the page says is that OPA will post it “at the end of the Tour.” I’m curious about the methodology of this study. Having the test subject focus solely on the advertising is one thing but did they actually pair the ad with real content? In other words, it’s great to get impressions of advertising forms but unless the subject is actually trying to access ad supported content and the impression is compared to that, I don’t find much value in these results.
Additionally, what examples of non-traditional 15 and 30 seconds spots were used for comparison (what advertising that was not just re-purposed video was used)?
While I agree with all of the points above, and research done by startups I’ve talked to in the past suggest that pre-rolls are the least effective compared to mid-rolls and post-rolls, what I’d like to point out is the abuse of English in this report.
At what point in business school do they actually dissuade people from using complete sentences? Does an utter lack of punctuation somehow make your message seem more efficient? Maybe it increases “Breakthrough?” I blame PowerPoint.
I personally think that as the online video industry, shorter length pre-roll commercials will become more widely acceptable just like how tv commercials are today. I also think the biggest challenge will be in trying to come up with a standard length for these commercials considering the short attention span of an online browser.