Break Media study shows that a surprising amount of people are willing to watch pre-roll advertisements. According to Beet.TV, the study claims that completion rates for 15-second pre-roll ads were 87 percent, and 77 percent viewed campaigns with overlay ads for at least 15 seconds.Break Media used Break.com's monthly audience of 17 million 18-34-year old men as guinea pigs for the 11-week study, and advertisers Honda, T-Mobile, and truTV ran the test campaigns. The three advertisers chosen represent a cross-section of the different brands on the web, hopefully making the study results relevant to an even broader array of advertisers, Break Media CEO Keith Richman says.
The study tested the success of the four standard formats for in-stream video advertising established by the Interactive Advertising Bureau in May: pre-roll, interactive pre-roll, non-overlay ads and overlay ads.
The study demonstrated that all of the ads are effective and have different value for the advertisers, Panache president Steve Robinson says.
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