Innovid Releases New Interactive Video Benchmarks Report to Help Advertisers Assess Video Performance 23 Jul 2013
Innovid, the technology platform delivering immersive video advertising anywhere, today released its Interactive Video Advertising Benchmarks: H1 2013, the only report of its kind available to advertisers. Similar to Innovid's Q4 2012 Benchmarks, the report showed that campaigns leveraging video interactivity could increase ad engagement by 232 percent. The report also showed that interactive ads produced significantly higher awareness rates, viewing rates, and more time spent interacting with the ad. Overall, the latest benchmarks showed a 161 percent increase in brand exposure.
Innovid studied over 2,300 campaigns in H1 2013 on more than 1,000 premium publishers and 20 ad networks globally. As advertising increasingly goes interactive, the benchmarks reports gives marketers and advertisers a way to compare traditional pre-roll media buys with interactive campaigns to ensure they are capitalising on their advertising budgets. The report provides benchmarks for Awareness Rate, Engagement Rate, Time Earned, Completion Rate, Ad Viewability, and Click-Thru Rate focusing on Pre-roll, Innovids inRoll Apps, and inRoll Expand formats.
As leaders in interactive video advertising, Innovid's benchmarks are a great indicator of how the industry is moving toward adopting interactive ads as a whole, said Zvika Netter, CEO of Innovid. At Innovid were seeing a huge demand from TV brand advertisers to take their TV creative and enhance it with interactivity and engagement, deepening brand communication with users. These numbers act as a guide to the immense benefits of engaging their audiences through multiple screens.
Some key findings of the Innovid Interactive Video Advertising Benchmarks: H1 2013 report include:
Innovid inRoll campaigns generated three times more user activity than standard pre-roll campaigns
Advertisers running a simple pre-roll saw an average 19.7 percent awareness rate, compared to 40.4 percent when leveraging inRoll
Pre-roll campaigns generated a 76.5 percent viewing rate, where campaigns using inRoll generated an 84.4 percent viewing rate
Innovid inRoll Expand campaigns delivered an additional 27.83 seconds in time earned on average, converting traditional 30-second media buys into 57.83 slots
15-second slots saw the highest completion rate at 80.3 percent, whereas 30-second slots delivered a 73.8 percent completion rate
Viewers interacted with longer form content twice as much with 4.2 percent activity level as they did with the short form content with 2.2 percent activity level
The Entertainment vertical generated the greatest amount of user activity (5.5 percent) and time earned (35.73 seconds), while the CPG Food & Beverages vertical saw the greatest completion rate (77 percent) and average percentage of Ads Viewed (84.3 percent)
For more information or to download this report and others, please visit:
http://www.innovid.com/insights/benchmarks.
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Innovid Releases New Interactive Video Benchmarks Report to Help Advertisers Assess Video Performance 23 Jul 2013
