ASq format more effective than pre-roll
29 May 2012
ASq provides click-through rates for advertisers 12% higher than the standard pre-roll format in the UK, according to results from Vivaki’s The Pool’s UK online video lane.
ASq is a choice-based ad model that allows a user to choose the preferred advertising content they would like to watch before viewing online video content, from a selection of three different brand messages.
The UK research found that using the ASq format resulted in an increase in completion rates of up to 10%, with peaks of 98%. Both qualitative (by Comscore) and quantitative (by Vindico) research showed that ASq significantly outperformed the industry benchmark pre-roll across a number of metrics.
The UK online video lane consisted of a collaboration of marketers and media owners including Channel 4, YouTube, Microsoft, Samsung, O2 and Heineken. Additional research was carried out in the US, China, Australia, Spain.
“Results have shown considerable improvement across all criteria for ASq and confirm the premise that providing consumers with choice is a winning formula,” says Vivaki Nerve Center EMEA executive managing director Marco Bertozzi.
Jenni Baker, London