Among its findings: Viewers are 18.1% more likely to finish watching an ad that appears halfway through the video than a pre-roll ad, and pre-roll ads are 14.3% more likely to be completed than a post-roll ad. Viewers are more tolerant of video ads than of slow-loading videos. Viewers who must wait 10 seconds for their video to load are three times more likely to abandon it than users who spend the same amount time watching a pre-roll ad.
In addition, one-third of the viewers who abandon a video leave at or before the quarter-way mark, and two-thirds at or before the halfway mark. Ads that play within long-form content such as TV episodes and movies are 87% more likely to be completed than those that play in short-form content such as news clips and sports highlights (67%).
Akamai is scheduled to announce its Q3 2013 results tomorrow. The company has reported high growth in its content distribution business as consumers continue to stream videos, shop and play online games on the Web. For the second quarter, Akamai reported revenues and operating margins at the high end of its guidance, which it attributed to strong traffic growth and a rising demand for its IP accelerator solutions.