By Sahil Patel
New research from VideoHub covering the first quarter of 2013 finds that 90% of video ads in the US during that time period were still “repurposed” TV spots, opposed to content created specifically for the web.
When measuring these ads by the standard metrics, VideoHub found that the average completion rate was 85%, click-through rate was 1.07%, and engagement rate was 2.44%. However, the report notes that the overall range (from highest to lowest) for these metrics was “quite dramatic,” which suggests that the online video ad industry still suffers from the effects of low-quality inventory. For instance, the range for completion rates was 34% to 100%, while engagement rates were anywhere from 0.47% to 12.5%.
Broadcast TV sites continue to sit at the top of the online video ad spectrum, generating an average viewability of 89%, and never below 83%. Cable TV sites witnessed an average viewability rate of 82%, with a floor of 60%. Things got worse when looking at networks and exchanges, which averaged 73% viewability with a range of 43% to 84% across 15 digital properties. VideoHub also reports that 93% of ads served within extra-large video players were viewed to completion, compared to just 66% of ads in extra-small players. What all this really seems to say is that when people go to a site with an expectation of watching video content, they’re more likely to actually see and sit through the ads.
In other slightly obvious information backed up by the VideoHub data, the report says “day-parting” isn’t all that relevant when it comes to online video. “Ad delivery was fairly consistent throughout the day,” according to the report, “with no hour accounting for more than a 6% or less than a 3% share of unique reach.”