Via Sergiu, o analiza a pietei globale de online video advertising, realizata de catre LiveRail. Studiul acopera Q3 al anului curent. Spicuiesc din statistici:
In Stream (pre/mid/post roll)
- Average Completion rate of 79% for 15 second pre-rolls
- Average Completion rates are 84% for 30 second pre-rolls
- Click through rates from in-stream ads (to advertiser’s websites) are: 11.5%
- Average CPMs for In-Stream are $15.8
- We estimate that In Stream Ads represent 88% of video ads served
- Current size of market for In-stream $550m approx
Astfel, primele concluzii sunt ca piata de online video advertising a decolat destul de frumos si potentialul de crestere este imens. De mentionat este si faptul ca aceste video ad-uri sunt mult mai eficace decat reclamele standard (bannere, text link etc), dovada fiind CTR-ul mare (11,5%) comparat cu cel pentru bannere (0,8%)
Un studiu similar arata cifre apropiate. Ceea ce din nou demonstreaza potentialul video advertising-ului online.
At least one media buyer thought the 10% click-through rate the study had for pre-rolls was unusually high. Adam Kasper, senior vice president of digital media at Media Contacts, said 1% to 2% was more typical on pre-rolls, with 6% to 8% at the high end. “I wouldn’t tell a client to expect 8% [click-throughs],” said Kasper.
Mai jos regasiti studiul complet facut de catre LiveRail.
Q3 2008 LiveRail State of the Industry – Get more Business Plans