Mid-Rolls Perform Best Among Rising Video Ad Completion Rates

Mid-roll ads perform far better than pre- or post-roll ads, says Adobe in an April 2012 report. This is relatively unsurprising, given that users are actively engaged in the content by the time the ad plays, but is important nonetheless, given recent Vindico research showing that completion rates can be a better branding success indicator than click-through rates (CTR). Overall, mid-roll ads had an 87% completion rate in H2 2011, up from 75% in H1, compared to 67% for pre-roll ads (up from 61%), and 50% for post-roll ads (up from 46%). Mid-roll ads performed best on mobile devices, with a 94% completion rate. (more…)