Brits more than twice as receptive to interactive pre-rolls than rest of the globe
Interactive adverts served before video content are twice as popular in the UK as they are globally, according to new data from AdoTube.
The study found that UK interaction rate with interactive pre-rolls 60% higher than globally for campaigns executed by AdoTube.
The data came from an analysis of more than 9,500 campaigns run through AdoTube and nearly 13.5 billion impressions during 2012.
Interactive pre-rolls accounted for twice the share of in-stream video ads in the UK (72%) in 2012 than they did globally (36%). In contrast, standard pre-rolls accounted for 25% in the UK – almost half the global share (46%).
The study also found that ad overlays are far less popular in the UK – accounting for less than 2.5% of ads served, compared to 18% globally.
In the UK, 4.8% of video ads with interactive capabilities – such as playing a game, finding a shop or entering data – are interacted with, compared to 3% globally. Click-through rates to the advertiser’s website are also much higher in the UK than they are globally – 3.7% and 2.6%, respectively.
8% of video ads served by AdoTube in the UK that had a ‘dismiss option’ were actually dismissed, compared with 11% globally.
“It’s tricky to say if Britons are simply more inclined to engage with ads or whether UK brands are delivering more relevant and engaging creative,” said Niki Stoker, managing director of Exponential UK.
“Whatever the case, the figures are extremely encouraging for the UK, particularly compared to the global picture.”
In the UK, 60% of in-stream video ads are watched in full while 15-second video ads have an 18% higher completion rate than 30-second spots.
Stoker said that it is ‘vital’ that marketers have a clear picture about their goals.
“For example, if it’s video completion they should opt for 15-second spots instead of 30 as their completion rate is higher,” she explained. “However, if it’s looking to drive traffic or engagement, the 30-second spot is more effective.”
The report makes it clear that UK and global video advertisers differ significantly. Quick service restaurant brands such as KFC, Pizza Express and Dominos, ran the most online video campaigns in the UK in 2012 – accounting for 15% – followed by finance/insurance and retailers (both 13%).
Following the top three were mobile, FMCG and alcohol advertisers (all accounting for 10%). These six sectors accounted for seven in every ten UK video campaigns.
The UK advertising industry is far more dominated by quick service restaurants and financial brands than globally – 28% and 11%, respectively – while mobile brands accounted for twice the share in the UK than globally (5%).
In contrast, FMCG, auto and entertainment brands have a much smaller footprint in the UK than globally. FMCG advertisers – the most active worldwide – accounted for twice the share of video campaigns (19% global and 10% in UK), followed by automotive (14% and 8%, respectively) and entertainment (12% and 5%, respectively).
Stoker said: “It’s clear that the food service and finance brands in the UK have embraced AdoTube’s innovative video advertising capabilities. It will be interesting to see if FMCG, car and entertainment brands follow suit and embrace it here to the degree they have globally.”