JupiterResearch analyst Nate Elliott found that web publishers may lose only 5% of their audience as a direct result of preroll ads. While the research was based on a European audience, the results are applicable to North American web video marketing campaigns.
Preroll video ads do behavior similar to traditional digital ads. A drop-off may occur if the audience doesn't engage with the publisher's web content. Elliott noted:
"Half the people that leave because of the ad would have left because of the content anyway. It's like flicking through channels on TV." He calculates that on sites that do it well, only a 5% loss is directly attributable to advertising.Also, audience drop-off may occur if a web page is cluttered with ads.
Clutter is also off-putting and needs to be controlled. A preroll, plus companion banners, plus as many as eight other ads on a page will frighten consumers off. And lastly, creative rotation is also key for a better user experience.No one doubts the effectiveness of web video marketing. Most flimp campaigns consist of a video created with a specific direct marketing message. However, a number of clients have incorporated a preroll video into the video running on their flimp. For the flimp campaigns with a preroll ad, the audience drop-off has been negligible.
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