I needed a new subject line to switch gears, rather than segue into the good news with a bad title.

Today, some of the leaders in the video advertising industry stood up for themselves in a very rare - and unplanned - synchronized release of data in support of the pre-roll format. Tremor Media (my employer) announced that they were observing 80% pre-roll completion rates. Some of those “other guys” - Break and Panache - announced some very high completion rate data for their pre-roll campaigns as well.

Now of course I’m biased, and think that our data is more accurate since it was based off a much larger sample size, and also don’t believe CTR is the appropriate measure of success for any pre-roll campaign, even with a call to action. Users want to see content, not click away to “not” watch the content they opted in to watch. But I digress.

Lets also not forget that Jupiter’s Nate Elliott also issued a report, highlighted in today’s AdAge, that shows an increased acceptance of pre-roll. Nate noted that the abandonment rate is much more similar to channel surfing on TV than an issue with the advertising, per se.

Overall, its been a competitive few weeks in the online video advertising world, and Q4 is only going to get hotter.

This entry was posted on Monday, August 18th, 2008 at 5:49 pm and is filed under News, Real Ads, Streaming, Video Research, advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.