Display and Video / July 22, 2014 / By Erin Martin

The Verdict Is In: Interactive Pre-Roll Is Better Than Flat Pre-Roll

One of the many advantages of online video is the ability to make a bigger brand impact through engaging and interactive ads. When given the opportunity, users repeatedly have shown their desire to respond to the brand message.

Mixpo ran a campaign for a leading digital cable and television network that included both interactive and flat pre-roll to see which units resonated with fans. The study, Interactive Pre-Roll Outperforms Flat Pre-Roll, evaluated how interactive pre-roll units compared to flat pre-roll across a number of KPI’s including user action rate, click-through rate and completion rate.

The findings were conclusive:
•   Interactive pre-roll has a 228% higher user interaction rate (deliberate user action on the creative elements of an ad unit) over flat pre-roll.
•   Click-through rate was 12% higher for interactive video ads compared to flat.
•   Interactive video had a higher completion rate, 68% compared to 63% for flat video advertising. This 5% lift in completion rate came from branding cues such as including a brand logo, additional information about the show, or a channel finder.

Download the free brief to discover best practices for interactivity and learn how Mixpo can help boost your viewer engagement and increase the time spent watching your content by making your video ads interactive.