Video Sharing Analytics company, TubeMogul did a survey using a simple question to discover "what percent of unique visitors to a media company's homepage will end up watching a pre-roll video ad?"
"On average only 13% of visitors to the destination pages saw a pre-roll video ad. the graph below illustrates pre-roll ad touchpoints by sector," reports TubeMogul.
The other 87% of users were presumably engaged in other non-video-ad-watching related activities such as checking show times or reading reviews and blogs. The question is were they really interested in the other content or simply trying to avoid the 30 second video ad? You decide.
The data presents a pretty clear tradeoff to video advertisers, TubeMogul recommend that if advertisers really want to reach premium audiences via their online video ads then they'll need to deploy in banner display, and even interstitial ads, to generate the exposure they are looking for.