Adobe's VP, Monetization (and former CEO of Auditude) stopped by the VideoNuze booth at the NABShow yesterday for a video interview (see below) in which he shares highlights from the company's newly-released 2012 Digital Video Ad report. The data is based on over 2.5 billion video ads that Adobe served in the second half of 2011 across customers like MLB, Comcast, Fox News and other premium video providers.
Key findings included:
- Mid-rolls have an 87% completion rate, 30% higher than pre-rolls
- Ad completion rates of 94% on mobile devices (tablets and smartphones) are the highest of any viewing environment
- Ad completion rates for live content are 85%, which is 23% than for VOD
All in all, the report concludes that advertising in online video is becoming more similar to broadcast TV as the ad loads are increasing and viewers become more tolerant.
The full report is located here.