Both types of 15-second pre-rolls had an 87% completion rate. The click-through rate for interactive pre-rolls was 11% to 35% higher than the average 10% rate for standard pre-rolls.

For overlay ads and non-overlay banners, about 78% viewed the ads for at least 15 seconds. Non-overlays had click-throughs of 0.08%, while overlays were higher at 0.65%--five times the industry average for standard display ads.

The study also found that making an entire interactive pre-roll clickable led to click-through rates four times higher than when just the call-to-action was clickable. The use of rich media and bold colors also led to higher click-throughs, including triple the rate for non-overlays.