Digital agency VivaKi has published results from The Pool, a survey of 29 different online long-form video ad formats, and concludes that the best is ‘The Ad Selector’, where users choose what video ad to watch before streaming content. The idea was invented by online TV portal Hulu. The study suggests that The Ad Selector ads deliver on average click-through rates 106% higher than standard pre-roll ads, while online ad-recall scores were 290% higher. However, the next phase of the research will be more relevant for the music industry, since it will focus on short-form video.

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