I have always found the idea of measuring a pre-roll campaign’s success on the click through rate a curious one.
While I totally accept that it is difficult to measure them in any other way, and therefore reverting to the standard measurement that standard display uses makes sense from that point of view, but it is essentially counter-intuitive to expect a consumer to click to play a video and then click on a pre-roll before they have watched said video.
The other massive barrier to the likelihood of a click, was that most pre-roll creative is essentially TV creative with no call to action.
Interesting then to see BUPA advertising on Horse & Country with and end frame that calls the user to “click here” and not only in a text command, but with the ad voiceover as well.
At least BUPA are trying to solicit a click, even though I still believe the pre-roll to be a branding medium.