Home  › Stats › Audience/Traffic
mobile-video

Native Video Ads More Effective Than Pre-Roll Ads

  |  March 25, 2013   |  Comments

A recent study by Sharethrough and Nielsen shows that native video ads are more effective at increasing brand lift than pre-roll ads.

A recent study by Sharethrough and Nielsen shows that native video ads are more effective at increasing brand lift than pre-roll ads.

The study compared pre-roll ads to native video ads in five marketing campaigns. According to the research, native ads were more effective at increasing brand reach in all the cases studied.

For its study Sharethrough defines native video ads as user-initiated videos that do not have a limit on length. Pre-roll ads were defined as auto-played video on user-selected content that is no longer than 30 seconds in length.

According to the study, consumers were less likely to respond positively to brand surveys featured after a pre-roll video ad. Sharethrough VP of Marketing and Communications Chris Schreiber says the data shows that consumers prefer choice.

"While we've always considered it to be self-evident that choice beats interruption, sometimes you just need data to help hammer home the case," said Schreiber in a blog post.

"This report helps illustrate the positive impact that native ads can have for brand advertisers and why they should be careful about the use of interruptive advertising mediums."

Sharethrough's research found that native ads create about 82 percent brand lift among consumers who see the ads. In comparison, it was found that pre-roll ads only offered about a 2 percent brand lift among consumers who were exposed to the forced advertisement.

The study's data comes as consumers began watching online video in growing numbers. Over 24 billion videos streamed online in the U.S. in December of last year, according to the study. Sharethrough and Nielsen's study also found that U.S. consumers spent 360 billion minutes online last December.

Study results come from five campaigns run by Sharethrough. The company worked with brands to offer the same message in both native and pre-roll advertisements. Following the campaigns, Nielsen used its Online Brand Effect platform to measure brand lift and other metrics.

Video image on home page via Shutterstock.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Customer Service Representative
      Customer Service Representative (Common Sense Publishing) - Delray BeachDo you thrive on chaos? Love to multi-task? Enjoy a fast paced work environment...
    • Business Intelligence and Reporting Analyst
      Business Intelligence and Reporting Analyst (Stansberry and Associates) - BaltimoreStansberry and Associates is seeking a driven individual to fill...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...