The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Video

Videos featuring cars and animals most likely to keep viewers watching until end, data shows

By Angela Haggerty | Reporter

June 16, 2014 | 3 min read

Online videos featuring cars are more likely to keep UK viewers tuned in until the end at 61 per cent, according to figures from video technology firm Coull.

Figures: The data broke down viewer habits when watching video

The study, based on analysis of 12 million video plays during May, found that people and blogs also held viewer engagement well (52 per cent) alongside travel and events (51 per cent). Videos featuring animals and pets were also popular, with almost half of viewers (49 per cent) watching until the end.

However, figures for engagement for sport videos found a high number of viewers watch around three quarters of videos before dipping to 62 per cent half way and falling to less than half (43 per cent) by the end.

Irfon Watkins, CEO at Coull, said: “With millions of pounds being allocated to TV advertising during coverage [of the World Cup], online sports publishers should be looking at ways to give brands new opportunities to augment their TV ad spend online. One way is by providing access to inventory where video viewers are demonstrably engaged in category-specific content such as football highlights, previews and related coverage.

“Video advertising has exploded in recent years with further growth expected over the next 12 months. But with premium pre-roll inventory scarce, publishers must unlock additional revenue streams that will also prove an attractive proposition for brands – such as in-video advertising or post-roll.”

The data also found that the UK was ahead of Russia (18 per cent) and Japan (20 per cent) for video completion rates at 41 per cent on average, although the US and South Africa lead the way with nearly half of videos watched all the way through.

Keyboard image via Shutterstock

Video

Content created with:

Coull

Coull is a data-driven video advertising platform for media companies and advertisers. We build technology that brings trust to the huge volume of inventory in the video advertising marketplace.

Our platform, which processes 15bn+ video ad requests every month, dynamically validates inventory against brand safety, viewability and fraud metrics and enriches it with IAB-standard content categories.

This inventory is made available to the programmatic video marketplace via a variety of ad formats across desktop, mobile and in-app environments, giving advertisers access to validated, highly-targetable audiences and enabling media partners to realize the full value of their inventory.

As well as traditional linear pre/mid/post-roll advertising, Coull’s platform enables non-linear in-video, a high-performance format that complements the brand awareness power of linear advertising.

Find out more

More from Video

View all

Trending

Industry insights

View all
Add your own content +