Comments on: Stats Support the 30-Second Pre-Roll

By: Mufaro chivore

Mufaro chivore — Mon, 11 Jun 2007 22:53:49 +0000

I personally think that as the online video industry, shorter length pre-roll commercials will become more widely acceptable just like how tv commercials are today. I also think the biggest challenge will be in trying to come up with a standard length for these commercials considering the short attention span of an online browser.

By: NewTeeVee Monday Morning Vid-Biz Headlines «

NewTeeVee Monday Morning Vid-Biz Headlines « — Mon, 11 Jun 2007 17:36:52 +0000

[...] Video Watchers Want Short Ads; another study on this hot topic, though this one also seems less than perfect, with a survey rather than actual tests. (AdAde, by a [...]

By: Jackson West

Jackson West — Thu, 07 Jun 2007 19:47:07 +0000

While I agree with all of the points above, and research done by startups I’ve talked to in the past suggest that pre-rolls are the least effective compared to mid-rolls and post-rolls, what I’d like to point out is the abuse of English in this report.

At what point in business school do they actually dissuade people from using complete sentences? Does an utter lack of punctuation somehow make your message seem more efficient? Maybe it increases “Breakthrough?” I blame PowerPoint.

By: Jontopia

Jontopia — Thu, 07 Jun 2007 17:09:18 +0000

Does anyone know where the actual downloadable report cited is? All the page says is that OPA will post it “at the end of the Tour.” I’m curious about the methodology of this study. Having the test subject focus solely on the advertising is one thing but did they actually pair the ad with real content? In other words, it’s great to get impressions of advertising forms but unless the subject is actually trying to access ad supported content and the impression is compared to that, I don’t find much value in these results.

Additionally, what examples of non-traditional 15 and 30 seconds spots were used for comparison (what advertising that was not just re-purposed video was used)?

By: Liz Gannes

Liz Gannes — Thu, 07 Jun 2007 15:41:35 +0000

Ouch! Noted, zmedia101.

While I don’t much care for pre-rolls myself, I am willing to believe that on some sections of the web (for instance news video) they are more generally accepted.

By: zmedia101

zmedia101 — Thu, 07 Jun 2007 14:47:02 +0000

I suspect that 99% of the readers of NEWTEEVEE know that pre-rolls are already a dead format (even those who work for companies that provide that service) unless under :10 and tied to other Brand ad units, and will garner very low CPMs once market matures.

What would be nice is some editorial and context provided when articles like this are posted, instead of relying entirely on reader comments to provide.

By: Frank

Frank — Thu, 07 Jun 2007 07:55:03 +0000

OPA members consist of mostly members who run 30-second pre-roll ads:
http://www.online-publishers.org/?pg=about

and their mission:
“The mission of the Online Publishers Association is to advance the business interests of high-quality online content providers before the advertising community”

I’d like to see an independent study done on the 30-second pre-roll.

By: Verdi

Verdi — Thu, 07 Jun 2007 04:39:02 +0000

Wow – I am that demographic and I HATE 30 second pre-roll ads so much so that I never watch them.

By: Tim Street

Tim Street — Thu, 07 Jun 2007 01:14:57 +0000

Call me crazy, I just don’t believe it.