Post-Roll Video Ads More Engaging Than Pre-Roll Says HealthiNation

Post Roll Video Ads More Engaging Than Pre Roll Says HealthiNation

The digital health network HealthiNation has learned that viewers are actually more likely to finish watching an ad all the way if the ad is placed after the content. Completion rates for HealthiNation ads that run after a video have averaged 60%, twice as high as the industry average, said Raj Amin, the company's CEO. He attributes those numbers to the "qualifying the audience" for the ad first through the content. For more details, check out this week's New Media Minute.

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About the Author -
By day, Daisy Whitney is a producer, on-air correspondent, podcaster and raconteur in the new media business. She produces conferences for iMedia and provides strategy consulting to businesses on their online video presence and the online video marketplace. As a reporter, Daisy covers new media for NBC’s KNTV, ABCNews.com, Beet.TV, MediaPost and others. She also hosts the top-ranked iTunes audio podcast “This Week in Media,” which you should totally subscribe to. View All Posts By -

What do you think? ▼
  • Russ_Somers

    That's interesting! I love counter-intuitive findings like this, especially since I'm not a fan of pre-roll ads from a user experience perspective.

    A more qualified audience is a great way of positioning it. There are a few other things I'd like to know, though. How large is the audience at the end of the clip relative to the audience at the start of the clip? And how many are actually watching at the end, vs letting the video play out while they do email or are on another browser tab?

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