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Study: Mid-roll video ads most accepted by viewers

Published on .

San Jose, Calif.—Video ads that play in the middle of an online event are the most engaging of online ad placements, outperforming completion rates of ads shown at the beginning or end, according to a study by Adobe Systems. The “2012 Adobe Digital Video Advertising Report” found mid-roll video ads are viewed to completion 87% of the time, compared to a 70% completion rate of pre-rolls and 50% of post-rolls. Adobe's report also found that video ad completion rates on mobile devices are the highest of those in any environment, at 94%, suggesting that mobile viewers are more engaged and open to watching ads. The report compiled data from the last six months of 2011 from 2.5 billion ad impressions served by Adobe's Auditude video ad management platform.
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