Give And You Shall Receive - Commentary on Power of Mid-Roll

Give And You Shall Receive - Commentary on Power of Mid-Roll on @adotas & @mediapost – http://www.adotas.com/2011/05/freewheel-broadcasts-the-power-of-mid-roll/

The most popular ad format in the video advertising space to date has been the Pre-Roll but is it really just another form of interruption marketing? Are the publisher and advertiser trying to force their commerce down the throat of the viewer in order to achieve their reach at the expense of what really matters which is the desired response from viewers? Making a viewer watch a 15 or 30 second ad before they get to view the content may seem like an equitable trade to the publisher/advertiser but may not be with the viewer.

Statistics like higher completion rates for Mid-Rolls show that by giving to the viewer first, video content publishers engage them and viewers pay them back by watching and responding to ads. A Pre-Roll gives the viewer the viewer the second chance to opt out of the unspoken trade of advertisement for content. During a Pre-Roll the viewer asks themselves if they really want to spend their time watching the ad in exchange for the unknown value of the content. By providing the content first, the publisher gives to the viewer and makes a charitable first step in the transaction. The higher completion rate of the Mid-Roll shows that viewers are really good hearted people and will reciprocate. 

Notice the performance numbers listed by MediaPost on Mid-Roll performance:  

On a Mid-Roll: The Pause That Performs

 

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=151064

Action Item to Consider

If you are a publisher with video content, consider eliminating the Pre-Roll and instead scheduling Mid-Rolls earlier and more often within the content. Experiment with giving more first, engaging the viewer and you may receive more in the trade.