Compared to standard in-stream pre-roll ads, interactive in-stream video campaigns achieved a 13% higher click-through rate (0.68% v. 0.6%) and a 16% higher 100% completion rate (84.2% vs. 72.8%).
Looking at in-stream video benchmarks by site type, the study shows that kids and family sites sported the highest CTR, of 1.87%, followed by home and garden (1.36%) sites, the only other type to exceed a 1% CTR on average. On the other end of the spectrum, music and streaming media (0.4%) sites saw the lowest CTR. Sorting the data by completion rate, business and finance emerges as the leading site type, with a 77% completion rate,followed by portals and search engines (74.5%) and sports and recreation (74.4%).
Finally, breaking out the figures by vertical, the researchers reveal that travel and tourism (1.47%) boasted the highest CTR, followed by food and beverage manufacturers (1.06%), with non-profit organizations (0.37%) and consumer goods manufacturers (0.43%) on the low end. The restaurants and food service category saw the highest completion rate, of 81.6%, while retail had just a 34% completion rate.-MarketingCharts
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