Pre-Roll Ads Get More Bang For The Buck Than In-Banner, Study Finds

Publish Date: June 18th, 2009
  • Article Author: Gavin O'Malley - MediaPost

Based on click-through rates, pre-roll video ads are 8-25 times more effective than in-banner ads, according to new data from Web video company BBE.

The study analyzed data from over 2 billion impressions, and virtually all of the online video ad campaigns — both streaming pre-roll and in-banner — that ran on BBE’s network in 2008.

“Finding average click-through rates of 1.44% draws a real distinction between in-stream and in-banner ads,” said Matt Wasserlauf, CEO of BBE — formerly Broadband Enterprises.

Wasserlauf noted that the study was data-agnostic because the company’s clients asked for both streaming and in-banner ads.

BBE’s goal was to find out which format brought advertisers the most bang for their buck, based on the most effective measurement the company has — click-through rates.

According to Wasserlauf, streaming ads may be more effective because they more closely resemble what viewers are used to seeing on TV: ads that are associated with desired content and have to be watched before viewing the content — thereby engaging the viewer more effectively.

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