Break and Panache Test IAB Video Formats
New research appears to demonstrate that new video ad format standards established by the Interactive Advertising Bureau are effective in engaging consumers.
The IAB’s new guidelines were tested by Break Media, an entertainment community for men, and Panache, a video advertising delivery platform.
The joint research involved tested ads run under the IAB’s guidelines using four popular in-stream video ad platform: non-interactive pre-rolls; interactive pre-roll; non-overlays (which invite consumers to engage with content, but reside outside live video frames); and overlay ads (which invite consumer participation and display full video in the window).
Key findings included:
— Pre-rolls offered a strong call to action, with click-through rates averaging 10 percent.
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