Thirty-two percent of online consumers use blockers to avoid ads, according to digital ad company TrueX today. And with the uptick in fraud and burgeoning viewability concerns, Jamie Auslander, TrueX's vp of research, gave advertisers an interesting pitch at the Interactive Advertising Bureau's NewFronts Insights Lunch today on how his company tackles those growing issues.
Auslander used Fox's The Mindy Project and a Microsoft ad to show how his company's technology works. While online viewers watch The Mindy Project, they are given the option to either watch one interactive video for 30 seconds or five 30-second commercials throughout the show. People who clicked on Microsoft's 30-second interactive ad were shown a page with three of the company's tablets that they could customize. At the end, folks could click through to buy it from Microsoft's website.
If viewers don't choose which type of ad to watch within a few seconds, multiple TV ads will play as the default.
Per TrueX, 60 percent of online viewers make the choice for themselves. Of that group, 83 percent opt for the shorter, interactive version. And the more dramatic the show, the more likely people are to pick the elaborate ads. Fifty-seven percent of people who watch sci-fi and 55 percent of reality show viewers engaged with the ads compared to the 35 percent of talk show and 30 percent of news program viewers.
The typical person clicks four times within the ads, spending 52 seconds with the unit. The promos average a 2.9 percent click-through rate, which may not seem particularly high, but a Business Insider report from earlier this year claimed video ads generated a 1.84 percent click-through rate. The promos also generate a 96 percent completion rate and a .05 share rate.
"This type of attention transfer lifts all boats," Auslander said. "It's as impactful as six video ads."