Recently we’ve been working on a project requiring the setup of a pre-roll or gateway video that plays an ad before the intended video content plays ( think YouTube ads). As we developed the prospectus, we had to make a rough estimates to the effective click through rate (CTR) . Using a 2011 study from YouTube, we discovered that 50% more people engage with a Gateway (Pre-roll) video than traditional tv.
In 2011, YouTube partnered with Ipsos and tested across 2,400 people to find that two screens are better than one. As it turns out online ads had 1.5X the effective brand recognition than their TV counterparts. It could be speculated that online customers have reduced “background noise” while viewing online as TV can sometimes be considered a passive event. In addition, online video ads can be targeted towards specific customer groups and tracked where TV based advertisements are cannot be tracked, nor do they have a direct call-to-action like “Click for more info.”
All in all, it’s a wise investment to spend the money on quality video production and use several video outlets, including online and television based media, to leverage an effective campaign. Your message and the quality of the message being delivered is just as important as the media you use.
There are quite a few insights in the study below, take a look: