Interactive video ads drive more brand awareness and message association than regular pre-roll, research has found, with purchase intent also increasing from 4.4 per cent to 9.9 per cent.
The research from TubeMogul and Innovid found that the click rate is identical for both mediums: at 0.9 per cent each.
Data for this report comes from top brand campaigns supported by Innovid and run through TubeMogul’s media buying platform.
The report found that there were some sectors which saw higher engagement rates than others, with restaurants (1.7 per cent), technology (1.1 per cent) and CPG (1.0 per cent) topping the list.
An interactive video ad engagement was defined as any action taken by a viewer to interact with an ad, usually hovering or clicking an icon to explore a slate of additional content. On a movie trailer, for instance, a viewer might hover to open a slate of content that lets them watch additional previews, find local showtimes and buy tickets – all within the ad unit itself.