It appears that younger generations are the ones enjoying online advertising the most these days -- especially pre-roll video ads.
A new study reveals that kids under the age of 14 have the highest click-through rate of any demographic at 3.7 percent. Their parents, people over 35, have the second highest CTR (1.9 percent) while adults 18-35 came in third with 1.7 percent, according to MediaPost.
Pre-roll advertising is still the dominant video ad format, accounting for 96 percent of total video advertising in the first nine months of 2009. Roughly 62 percent of those were 15-second ad spots, which had a 77 percent completion rate. Meanwhile, 30-second ad spots had a higher click-through rate at 1.8 percent -- compared to 1.2 percent for shorter pre-roll ads -- but a completion rate of only 64 percent.