3 MINUTE READ
This concise report from Think with Google highlights the main factors that influence the viewability of your video ads across the web. Furthermore, these insights can be applied to video placement on your own hotel website to maximize impact with online bookers.
Here are some of the key points:
What counts as viewable?
A video ad is viewable when at least 50% of the ad’s pixels are visible on a screen for at least two consecutive seconds, as defined by the Media Rating Council (MRC), in conjunction with the Interactive Advertising Bureau (IAB).
Video ads are significantly more viewable on mobile and tablet devices than on desktop.
Outside of YouTube, video viewability is just 53% for desktop. For mobile and tablet devices, viewability averages at 83% and 81%, respectively. Video viewability jumps significantly across all devices when YouTube is included.
Why ads aren’t visible?
76% of non-viewable ads were never on screen. They were in a background tab or not on the screen at all. The other 24% were scrolled off-screen or abandoned in less than 2 seconds.
Video Player Size Matters
Amongst the most popular video ad players across the web, larger player sizes are more viewable. The most popular video player size with online viewers is 848 x 477 pixels. However, advertisers are still purchasing more small player ads of 300 x 250 pixels, whose viewability only averages 20%. This leaves an opportunity for savvy marketers to focus on larger player windows to stand out from their competitive set.
Location, Location, Location
Page position correlates highly to viewability. The more prominent the position, the more viewable the ad. The most popular horizontal position is centered. The most popular vertical position is at the top of the page.
Going beyond ad purchases, this means it is crucial to place a large video player window at the center of your own hotel landing page. Online bookers, who are increasingly researching on mobile devices, want to learn as much about your hotel as possible in the brief moments they have. Giving them a highly viewable video is the best way to ensure maximum brand awareness and ad recall.
Think with Google provided a handy infographic to go with the points mentioned above.
You can download the full report from Think with Google by clicking here.
About Accommovision Video Tours
Accommovision helps hotels engage with online bookers through rich media content and marketing strategy. To see samples of our work, click here.