Study: Size does matter, at least for video ads

Top-tier Web sites are getting viewers to watch entire videos, but still struggling to generate clicks, says TubeMogul, which found that overall, pre-roll video ads available for real-time buying across devices continue to expand — averaging over 211 million daily impressions, and growing by an average of 4.7% per month.

Despite click rates, CPMs for video ads are headed upward, growing at a rate of 2.5% per month — peaking at $9.93 in June, the video ad-buying platform found.

Broken out by day, CPMs for pre-roll video ads tend to mirror video viewing. That said, some misalignment between price and viewing patterns emerges over the weekend, making it an ideal time for bidding.

Broken out by TubeMogul’s tiers for content quality, CPMs for pre-roll video ads are up slightly across the board, and are highest for tier one sites — which grew to an average of $10.19 in the second quarter.

Also of note, tier two sites averaged only slightly higher ($0.14) CPMs than tier three sites, perhaps making them an overall bargain, the findings suggest.

At 81.3% overall, video ads run on tier one sites had the highest completion rates, while comScore100 sites differ little from the overall average, with completion rates for 30-second ads differing by only 0.1%.

Ad size was closely related to video watched. Indeed, TubeMogul considers video ad size is a near-perfect proxy for getting consumers to watch an entire video ad, with 96% completions for larger video players compared to 80% for smaller players.



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