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Pre-roll ads successful in generating interest: Nielsen

11-March-2011
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Pre-roll ads successful in generating interest: Nielsen

Advertising on video platforms is usually carried out by pre-roll ads, which also mask the loading time of videos from users. According to a survey by the Nielsen Company, the pre-roll ads are successful in generating viewer interest, and 83 per cent of respondents clicked a pre-roll ad at least once.

The survey, carried out in collaboration with online ad network Vdopia, observed the behaviour of visitors to sites where Vdopia is running pre-roll ads, and 69 per cent of the respondents said they thought pre-load video ads were interesting, with 54 per cent of all respondents having clicked ads more than once.

“Acceptability of pre-load ads is high among those who recall seeing them and so is their engagement and enjoyment level,” said Farshad Family, Managing Director, Nielsen Media, India. He added, “A significant majority (87 per cent) of those who recall seeing pre-roll video ads are not averse to watching them.”

The survey also reveals heavy Internet usage by online video viewers. Entertainment and movie videos were most popular. The hunger for entertainment represents the primary reason for online video viewing.

“65 per cent of video viewers surveyed browse the Internet for more than an hour everyday, 45 per cent of them spend more than 30 minutes a day on online videos. Consumers are evolving. Consumption of online streaming is growing. What’s fascinating is that the Nielsen findings provide all the more reasons for marketers to continue building brand ecosystems around pre-load video ads,” said Debadutta Upadhyaya, Vice President, India, Vdopia.
 

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