Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

Pre-roll ads: “Least interruptive and best for brand recall”

April 20, 2017

Pre-roll ads are not only seen as least intrusive by consumers, but they also have the best recall on both mobile devices and desktop computers, according to new research.

The study, which was conducted by IPG Media Lab and YuMe, found that compared to mid-roll and outstream formats, pre-roll is considered the least interruptive across devices.

Just 17% of mobile device users feeling that the ad interrupts the content compared with 60% on outstream and 72% on mid-roll.

The study also found that 54% of consumers found pre-roll ads on mobile are engaging, compared to 37% and 44% on outstream and mid-roll, respectively.

The results reinforce the perceived effectiveness of pre-roll ads when used in combination with other formats: the multi-format exposure of a pre-roll ad followed by an outstream ad performs equally as well as 2 pre-roll exposures.

The study found that mid-roll ads feel most intrusive, but consumers were less likely to want to close out the ad immediately compared to the newer outstream format.
Mid-roll ranked higher in message recall for desktop viewers at 27%, compared to 8% for outstream.

Outstream is rated much more positively among viewers who complete a video, indicating targeting is key, according to the research. When consumers completed an outstream video, they were about 3 times more likely to remember the ad than those that did not complete the video.

Branded content performs particularly well in this format compared to traditional video ads, per the study.

Social video appears to offer a unique environment on mobile, allowing ads to feel the most integrated with the content. According to the research 67% of viewers agreed that social video on mobile did not disturb their browsing experience compared to 53% who agree for pre-roll.

The study recruited 6,864 users from a representative online panel. The survey directed participants to a media experience of their choosing, where they were able to view a webpage and watch video content based on their interests. Each participant was randomized into a test cell that determined what type of video they saw.

Passive data collection took place during the ad experience, such as completion rates and time in view. Afterwards, participants completed a survey that measured traditional branding metrics and qualitative feedback.

More on the study can be found here.


 
Ads, Content, Mobile, Social, Video content, media, video

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT