And The Most Effective Online Video Ad Format Is…
By Anna Johnson on July 21st, 2009A study by MTV Networks has found that the most effective online video advertising format is a five-second pre-roll combined with a ten-second animated 10-second lower 1/3 ad overlay.
According to MTV Networks’s ‘Project Inform’ study this is the most effective and the most audience-friendly ad product for short-form online videos.
Project Inform was the result of MTV Networks’ large-scale 2008 study of consumers’ response to ads in millions of short-form online video streams. MTV tested three ad units:
- A 5-second pre-roll video coupled with an animated 10-second lower 1/3 ad overlay – a semi-transparent flash unit that launches from the bottom third of the video screen approximately 10 seconds after video content begins (the ‘Lower 1/3 Product Suite’).
- A 5-second pre-roll coupled with a 10-second animated side-loader. The side-loader is a custom unit that slides out of the right-hand side of the video screen approximately 10 seconds after playback video content begins (the ‘Sideloader Product Suite’).
- The traditional 30 second pre-roll.
MTV Networks ran in-depth tests in more than 50 million short-form video streams across MTV.com, ComedyCentral.com, VH1.com, NickJr.com and CMT.com.
While each product showed promise in certain areas, MTV Networks found in particular:
- The Lower 1/3 Product Suite was the most effective ad product across all advertiser categories. Consumers also ranked the Lower 1/3 experience to be the most likeable of the ad experiences.
- The 30-second pre-roll finished second, performing well in overall effectiveness and likeability and demonstrating ongoing consumer acceptance of pre-rolls even for short-form content.
- While the Sideloader Product Suite ranked third for the test in many metrics, it showed promise in certain areas, such as online ad awareness. Consumers specifically liked some the interactivity and movement of the unit.
