Mobile, pre-roll preeminent among video ad formats for 2012

Editor ©RapidTVNews | 30-12-2011

As the online video explosion of 2011 continues into the New Year, researchers are predicting that pre-roll will continue to be the favoured ad format, endorsed by nearly two-thirds (63%) of advertising decision-makers in 2012.

According to research firm eMarketer, online video has reached critical mass among US internet viewers and it predicts 169 million people, or 71% of US internet users, will be watching online video each month by the end of 2012.
As advertisers aim to tap into this momentum, eMarketer estimates US online video ad spending will pass $3.1 billion in 2012, a 40% year-over-year increase.
eMarketer pointed out that the research from Break Media showing that more than half (53%) of respondents will also maintain their use of in-banner ads, down slightly from 59% in 2011, a likely result of growing interest in newer ad formats such as mobile video and connected TV.
Pointing to what will be a clear trend for 2012, eMarketer noted as consumers look to consume video across multiple devices and platforms, interest in connected TV and mobile ads is likewise growing. It said that that even though only at present only just about a quarter of respondents plan to run connected TV ads in the coming year, that percentage is double what it was twelve months previously.
Break Media’s survey also showed that though the majority of online video ads are sold on a cost-per-impression (CPM) or cost-per-click (CPC) model (69% and 53%, respectively), advertisers are increasingly look to purchase online video ads based on metrics that hold sellers more accountable to consumer-advertiser engagement, such as cost per acquisition or cost per engagement.