Online Video Advertising Mimicking TV Advertising
By Anna Johnson on November 18th, 2010According to FreeWheel, which serves 3+ billion online video advertisements per quarter (apparently 25 percent of all video ads viewed in the U.S.) online video advertising is becoming more and more like TV advertising.
Based on analyzing the ads it served in the third quarter of 2010:
- 91 percent of online video ads are pre-roll (i.e. displayed prior to news, entertainment or other online video content);
- 8 percent of online video ads are mid-roll (i.e. displayed part-way during the online video content); and
- mid-roll ads are the fastest-growing type of online video ad, thus mirroring the predominance of mid-roll advertising on television.
Freewheel expects that, as ad-supported revenue models prove effective, and for as long as consumers tolerate online video ads, the volume of mid-roll ads will continue to grow.
