The A/B Pre-roll Test is an extension of the classic monadic A/B tests that is ideally suited to simple, fast testing of various advertisements in a digital environment.
Which advertisement should I take live?
Which one captivates consumers the most?
What per cent of respondents actually watch the commercial to the end?
Are there certain scenes which prompt many viewers to click “Skip ad”?
The A/B pre-roll test combines scientific methods such as the monadic A/B test with direct, practical application and realistic implementation in quantilope. This ensures both methodological quality and external validity. The implementation in quantilope is especially easy for the user, so that he only needs to upload the relevant videos. Assignment of A/B groups, analysis, and visualization are all performed completely automatically.
View-through rateThe view-through rate of the two tested videos is very similar at about 50%, meaning that half of respondents watched to the end.
SuspenseVideo B seems to captivate respondents at the beginning a bit better than Video A.
During Video B, an above-average number of respondents click on “Skip ad” between seconds 5 and 10.