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Cable Technology Feature Article

April 24, 2012

Growing Similarities between TV Commercials and Video Ads Online Says Adobe Report

By Anamika Singh, TMCnet Contributor

Adobe (News - Alert) Systems Incorporated released a report which says that there is increased viewer acceptance of TV-like ad experiences on the Web. This was presented at the National Association of Broadcasters (NAB) conference.

The report shows high audience engagement with ads during live online events and mid-roll commercial breaks and users are the most actively engaged in consuming video ads on tablets and smartphones.

Based on the data of last six months of 2011, the semi-annual report used an aggregated and anonymous sample of 2.5 billion ad impressions served via Adobe Auditude, Adobe's video ad management and monetization platform and a key component of Adobe's Project Primetime. The report shows that online video ad consumption is like traditional TV commercials, potential revenue for media companies. The report shows an increase in the average number of video ads per content stream in professional, long form content and the record high completion rates for video ads.

“Market research shows that over the next five years the number of people watching video content online could grow as much as 50 percent, and a significant number of them will be doing so on connected devices like tablets, IPTVs and smartphones,” states Jeremy Helfand, vice president, Monetization at Adobe.

“For professional content owners and media companies exploring TV-like ad experiences online, the latest data demonstrates the strong potential for extending traditional broadcast advertising dollars to digital video,” Helfand adds.

According to the report , the mid-roll video ad format is the most engaging online ad placement and outperforms completion rates of pre-roll and post-roll ads. Also, the report says the completion rates on mobile devices are the highest with 94 percent. Live content continues to drive the highest engagement rates when compared to video-on-demand (VOD) content. The report also suggests that an average of 5.5 video ads is now being served as part of long form, professional content. Viewers are willing to watch more ads through their entirety in exchange for professional content.

 The majority of overlay ads are delivered across UGC and the linear ads are served across professional content.

A key component of Adobe's Project Primetime, Adobe Auditude, allows professional content publishers and media companies with video ad management and monetization technologies across internet connected devices. Project Primetime is fully integrated video technology platform to enable seamless, TV-like experiences for ad-supported videos across Web-connected devices. Primetime will deliver professional video content and video ads more efficiently across all major platforms, and offer a single, end-to-end workflow that interconnects Adobe's publishing, advertising and analytics technologies.

Edited by Jennifer Russell

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