The Most Affordable Digital Video Ad Formats

Pre-roll cost per minute viewed was 3.2 cents in Q4 2014

US digital video advertising spiked 56.0% in 2014 to reach $5.96 billion. Based on data from TubeMogul, pre-roll placements were the most affordable ads in the category throughout the year.

The video ad platform found that the average weekly cost per minute viewed for pre-roll ads was 3.2 cents in Q4 2014—the lowest price, and one that had held relatively steady throughout 2014 (up from 2.8 cents in Q1 and 3.1 cents in Q3). Social was the most expensive, at 18.1 cents in Q4, but this was down by about 8 cents since Q1 and 3 cents quarter over quarter. Mobile and connected TV both came in at around 5 cents in Q4, with mobile rebounding from 4.2 cents in Q3.

Average viewability rate for online pre-roll video ads in the US was 32% in Q4 2014. While this was 6 percentage points lower than in Q3, it was up nearly 14.3% since Q1. TubeMogul blamed the decline in part on advertisers’ less selective end-of-year budget spending and expected the rate to rebound as the industry places more emphasis on viewability this year.

US desktop pre-roll video ads purchased via programmatic direct had higher viewability rates throughout 2014. While viewability of ads bought directly from publishers fell 26 percentage points in Q4 to 53%, from nearly 80% in Q3, this was still more than 20 points above the overall average.

Above-average performance could push programmatic pre-roll activity up this year. According to November 2014 polling by Undertone, 64% of agencies and 56% of marketers in the US already purchased pre-roll video ads programmatically, and 46% of publishers sold them this way.-eMarketer

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Visible Measures To Guarantee Video Viewability

Visible Measures announced a 100% viewable video solution, guaranteeing that brands will capture consumer attention. Their offering is unique in that it guarantees one interaction or at least 30 seconds of attention, as well as the MRC and IAB viewability recommended standard of 50 percent of pixels in-view for at least two continuous seconds.

The industry has long sought a video solution that offers viewability standards that ensure video advertising is actually in an environment where real consumers can view it. According to Business Insider’s Intelligence report “Ad Viewability: How Industry Groups, Advertisers, and Ad Tech Vendors are Defining and Fixing the Problem,” rates of viewability across ad platforms ranged from 35 – 50 percent in Q2 2014.

In response, industry players, including Visible Measures, have called for an overall marketplace solution, advocating for a single open-source technology, Open Video Viewability, for measuring ad viewability aligned with agreed upon industry standards.

“Viewability standards are a major pain point for advertisers. Without this accountability, brands can’t be assured as to whether consumers are actually seeing their video ads. In other words, you may be paying for something you actually don’t get,” said Brian Shin, CEO of Visible Measures. “Our viewable video solution is a direct response to this need, extending the IAB and MRC suggested definitions, to guarantee consumer attention.”

Visible Measure's video solution guarantees consumer attention with competitive cost-per-view pricing, because they’ve become so proficient in optimizing for viewability, they simply don’t charge their advertisers when an impression isn’t viewable. In other words they guarantee 100% of their paid media delivery to be viewable. Beyond that, they only charge when a user interacts with your video at least once, or watches for at least 30 seconds.

They are the first company to undergo its own MRC accreditation for viewability, while also supporting third party verification with companies such as Moat.

Take your video marketing to the next level. 
Call Jeff at VMakers at 888-712-8211. 

VMakers - Video made easy.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@vmakers.com.