Lower-Third Ads Finish First in MTV Networks Study

What kind of ads are the most effective and most audience friendly? MTV Networks conducted a broad survey finding that five-second pre-roll with a ten-second lower third ad-unit works best.

The findings are part of a broad ranging MTV-backed study titled “Project Inform,” aimed at better understanding consumer use of short-form online video streams. The study examined over 50 million short-form online video streams across MTV.com, ComedyCentral.com, VH1.com, NickJr.com and CMT.com.

“The lower third was the most effective ad product across all advertiser categories. Remarkably, consumers also ranked the lower third experience to be the most likeable of the ad experiences,” read a statement on the report today.

Nada Stirratt, executive vice president of digital advertising at MTV Networks added, “Short-form online video consumption is exploding, but there’s still a lot of confusion among marketers over which ad formats deliver for brands without compromising the user experience.”

Surprisingly, 30-second pre-roll–an eternity in the web world–finished second. The report didn’t identify which advertising formats were least popular.

The business of online video is becoming increasingly important as the Time Warner spearheaded TV Everywhere project picks-up steam. That cross-industry initiative is focused on helping move traditional TV programming online with the business model intact, asking that users identify themselves as pay-TV subscribers before gaining access to online shows. It is also hoped that as shows move online, so will their ad-loads.

Separately, Nielsen Video Census released data today showing a 34 % year-over-year jump in video streams for June. The Nielsen Online report showed a 37% increase in time per viewer.

The news about the effectiveness of the lower third ad unit online is interesting because it appears that the lower third of the TV Screen is equally popular. B&C explored the extent to which promo departments have been using the lower third to great effect and how advertisers have been attempting to bust the DVR fast forwarding by inserting themselves on screen during the shows.