EBlog

Digital Trending: Prerolls

August 25, 2008 | Posted by: Neil

As digital and interactive ads continue to gain popularity among advertisers, more and more data is available about what visitors will tolerate and what sends them running for the hills. Ad Age Digital put out an article last week on preroll ads (ads that run before you can view a page, video or other content), and the surprisingly high level of tolerance among visitors. 

Abandonment rates do not seem to rise drastically for most prerolls, especially when users are waiting for a video or interactive content.  Rates ranged somewhere between 15% and 25% for many of the sites polled, which is a comparable rate to channel surfers who change the channel during TV commercials. Overall, tolerance levels have increased rapidly; especially for those sites at which the ad being served up is relevant to the content  the visitor is waiting to see. 

What about you, do you bail on prerolls? Would/does it stop you from visiting your favorite sites?