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8/15/08

Cynopsis:Digital-8/15/08

By Wayne Karffalt

Break Media teamed up with ad partner Panache this summer to test some of the basic internet video ad formats agreed upon by the IAB this past May and were pleasantly surprised at how receptive the audience was to the formats. Both non-interactive and interactive pre-rolls were tested (the latter with a call to action,) as well as two kinds of overlay ads that appeared above and in front of the video. The companies found that all 4 units were effective in different ways:

• Around 77% viewed the overlay ad viewed the ad for at least 15 seconds even though they had the option to close it
• An average of .65% of viewers clicked through for more info - 5X the industry average
• Completion rates for both standard and interactive pre-rolls averaged 87%
• Click-thru rates almost tripled for ads using bright colors

Male-targeted Break will be evangelizing the findings to help clear up misconceptions about users' tolerance toward video ads, says Break Media CEO Keith Richman.

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