Beruflich Dokumente
Kultur Dokumente
Preroll
Meta analysis of 18 ad effectiveness experiments
Hamburg 2012
1
Management Summary
1 The TrueView format allows users to skip ads. Advertisers only pay
per completed view based on an auction system (preroll: fixed CPM).
4 This leads to TrueView being 2.8 times more effective than Preroll
regarding brand uplift per paid contact.
PREROLL TRUEVIEW
1
2
3
4
5
PRE-ROLL TRUEVIEW
100%
90%
78% 78% 83% 80% 78%
80%
75% 76% 75%
70%
60%
50%
40%
30%
20%
10%
0%
Total Average Shampoo + Social Networks Travel Electronics + Automotive + Retail + Finance +
Detergent (e.g. G+) Companies Telecom Car Supplies Fashion Power Supplier
65%
are skipping the video ad because
they have already seen it
skipped
all ads
58%
watched
(at least)
32%
1st ad
10%
skipped 1st,
watched later
Preroll TrueView
15%
14%
13%
12% 11%
11%
10%
9%
8%
7%
7%
6%
5%
4%
3%
2%
1%
0%
15% 7.00
14% 5.88
13% 6.00
12% 11%
11% 5.00
10%
9% 4.00
8%
7%
7%
6% 3.00
5%
4% 2.00
1.21
3%
2% 1.00
1%
0% 0.00
TrueView total (all views) TrueView skipped views TrueView completed views
10%
9%
8%
8%
7%
7%
6% 5%
5%
4%
3%
2%
1%
0%
Uplift on
T.O.M. Awareness
0.03 €
0.042 €
3%
0.02 €
2%
1% 2% 0.01 €
0.015 €
0% 0.00 €
400%
350%
300%
250% 214%
200%
143%
150%
100% 107%
86% 71%
100% 61% 54% 48% 43% 39% 36% 33% 31% 29%
50%
0%
Preroll 0.01 € 0.02 € 0.03 € 0.04 € 0.05 € 0.06 € 0.07 € 0.08 € 0.09 € 0.10 € 0.11 € 0.12 € 0.13 € 0.14 € 0.15 €