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eMarketer estimates that digital video ad spending in the UK will reach £823 million ($1.36 billion) in 2015, representing an increase of 63.0% over 2014—the fastest growth of all digital ad formats tracked.
However, while the money’s headed there, visibility is an issue—full visibility, at least. April 2015 research from Google’s DoubleClick found that video ad completion rates in the UK performed comparatively poorly. Between March 2014 and March 2015, the rate fell from 64.6% to 56.3%. Compared with the other 14 countries tracked by DoubleClick, only Spain and Japan fared worse in March this year.
UK consumers seem happy to start viewing video ads, but they’re very often unlikely to finish. According to February 2015 research from ad management platform provider Sizmek, consumers in the UK are far more likely to abandon video ads than their counterparts in either Canada or the US.
It found that the start rates for both in-stream and interactive ads were just as high in the UK as in the North American countries. However, the 50% and fully played rates dropped off significantly. For in-stream video ads, for example, the start rate was actually highest in the UK, at 98.4%. However, while the fully played rates in the US (81.4%) and Canada (73.6%) were admirable, the UK lagged by this measure, at 66.6%. UK consumers, it seems, aren’t too good at finishing what they started.
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