Allowing viewers to choose which pre-roll video ad to watch makes the ad shown five times more effective, according to a study by "The Pool" research studies by Publicis' VivaKi. Unaided awareness for the selected ads was 68%, compared with 14% for traditional pre-roll offerings. Topline information on the study had appeared in the media, but the full findings were unveiled at the IAB Leadership Conference in Carlsbad, Calif.

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