TubeMogul released a report today that highlighted the tendency of viewers to click away from a pre-roll ad before short-form online video. After analyzing over nearly 2 million streams of online video, TubeMogul found that over 15% of viewers clicked away from a video instead of sitting through a pre-roll ad. Video content from magazines and newspapers cultivated nearly a 25% click away rate, while only about 11% of viewers click away from a pre-roll ad before video content from a large broadcaster.
This information my cause advertisers to re-think their purchase of media in the form of pre-roll ads and cause the content provider to reconsider the portion of their audience that is lot because of an advertisement preceding their content.
Source: TubeMogul, February 2, 2009
