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Interactive online video ads twice as popular in UK than globally


By Jessica Davies, News Editor

June 11, 2013 | 3 min read

UK viewers favour interactive pre-roll video ads “twice as much” as their global counterparts, according to a study from Exponential Interactive.

The report analysed more than 9,500 campaigns that ran across Exponential’s video ad specialist AdoTube totaling 13.5bn impressions.

It revealed that interactive ads that run ahead of video content accounted for twice the share (72 per cent) of in-stream video ads in the UK in 2012 than they did globally which saw a 36 per cent share.

Meanwhile almost half of all standard pre-rolls served were in the UK, accounting for 25 per cent of the UK’s overall share.

People in the UK are also 60 per cent “more likely” to interact with video ads, according to the report. In the UK 4.8 per cent of video ads which have interactive features including playing a game, finding a shop or entering data – are engaged with compared to 3.0 per cent globally.

Click-through rates to the advertiser’s website are also higher in the UK at 3.7 per cent, compared to 2.6 per cent globally.

AdoTube platform’s platform serves skippable ads and the report revealed UK viewers were less likely to choose this option than their global counterparts, with 8 per cent of these ads being skipped, compared to 11 per cent globally.

People in the UK are also likely to watch in-stream video ads in full, with 60 per cent of ads of video ads being completed, while 15-second video ads have an 18 per cent higher completion rate than 30-second spots. However, overlay ads, which run along the top of the main video are less popular in the UK, accounting for fewer than 2.5 per cent of ads served, compared to 18 per cent globally, according to the report.

Niki Stoker, Exponential UK managing director, said: “It’s tricky to say if Britons are simply more inclined to engage with ads or whether UK brands are delivering more relevant and engaging creative. Whatever the case, the figures are extremely encouraging for the UK, particularly compared to the global picture.

“It’s vital that marketers have a clear picture about their goals. For example, if it’s video completion they should opt for 15-second spots instead of 30 as their completion rate is higher. However, if it’s looking to drive traffic or engagement, the 30-second spot is more effective.”

Brands including KFC, Dominos, and Pizza Express ran the most online video campaigns in the UK during 2012, accounting for a 15 per cent share, according to the report. Finance, insurance and retail brands followed at 13 per cent, with FMCG and alcohol advertisers accounted for 10 per cent.

FMCG advertisers are the most active globally than in the UK, according to the report, accounting for twice the share of video campaigns (19 per cent globally compared to 10 per cent in the UK, according to the report.

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