With the demand for short form content on the rise, especially among millenials and generation-Xers, companies, like YouTube, have catered to the shrinking attention span of society with skippable ads. But a recent IPG/YuMe study suggests, that this growing trend may be exiling one of the most effective forms of ad placement.
According to the study, our old video standard, unskippable pre-roll, “is the clear winner on mobile and desktops as an informative, engaging and relevant format.” Though a majority of viewers dislike having to sit through an ad before watching the intended content, it seems that it garners the greatest break-through that ads can achieve — ad recall. In addition, 54% of consumers found pre-roll ads on mobile engaging, compared to 37% and 44% on outstream and mid-roll, respectively.
But according to the study, social video offers the best environment on mobile, allowing ads to feel the most integrated with the content. In fact, 67% of viewers agreed that social video did not disturb their browsing experience compared to 53% who said the same for pre-roll.
In conducting the media trial, a total of 6,864 users were recruited from a representative online panel. The survey directed participants to a media experience of their choosing, where they were able to view a webpage and watch video content based on their interests. Each participant was randomized into a test cell that determined what type of video they saw. Passive data collection took place during the ad experience, such as completion rates and time in view.