Adobe: 2012 Digital Video Advertising Report
Adobe's first Digital Video Advertising report analyzes consumer behaviors around online ad engagement providing media companies and premium content owners with insight to identify increased ad revenue potential. The study racks how viewers' response to online ads around video content is impacted by content type, length of video stream, ad format, placement and device, and indicates growing similarities between the consumption of video ads online and traditional broadcast commercials.
The key findings suggest that completion rates on mobile devices at 94% indicate higher engagement from viewers more open to watching ads on the go in exchange for content. In-stream video ads show higher completion rates when viewed in long-form, 76%; compared with short-form content, 63%, defined as five minutes.