Today, at the NAB Conference in Las Vegas, we released a study highlighting key trends in online ad engagement and monetization within digital video content. Among several important insights, strong user ad engagement across connected devices shows that online video ad viewing within professional content mirrors that of traditional broadcast television.
Online mid‐roll ads, which are much like traditional TV commercial breaks, outperform pre‐roll ads by almost 30 percent, suggesting that viewers are engaged by a more TV‐like ad experience online. Similarly, more than 5 video ads are served during long‐form, professional content. Judging by the 70 percent completion rate of these ads, viewers are more willing to watch ads through their entirety in exchange for the professional content they desire. Live content continues to drive higher engagement rates, at 85 percent, when compared to video‐on‐demand content.
The next five years will bring a dramatic shift in the media landscape affecting all constituents – consumers, media companies and advertisers – as digital video viewing habits evolve, partially driven by the proliferation of connected devices. Nearly 100 million adults, 48 percent of all adult internet users, will use an internet connection to watch TV programs in the next three years. Over the same period of time, two‐thirds of the world’s mobile data traffic will be video, and serving ads into mobile video will become a critical revenue opportunity for publishers. From a video advertising perspective, this report showed engagement with TV‐like ads on mobile devices had the highest engagement rates at 94%.
The results of the report demonstrate the revenue opportunities for media companies and advertisers as they take greater advantage of professional content online. If you are at NAB this week, stop by our booth (2624 South Hall), where we are demonstrating Adobe’s Project Primetime, our solution for turning linear content into seamless, TV‐like experiences across IP connected devices by integrating Adobe’s publishing, advertising and analytics capabilities.