Interactive pre-roll video ads works twice as well on UK consumers than their global counterparts, according to a new study from Exponential Interactive.

Reported by thedrum.com, the study reveals interactive ads that run ahead of video content accounted for twice the share (72 per cent) of in-stream video ads in the UK in 2012 than they did globally.

In addition, UK viewers were found to be 60 per cent more likely to interact with video ads, which could interest franchise services looking to boost their video marketing campaigns, or businesses hoping to pep up their marketing activity.

Overall, click-through rates to an advertiser’s website are also higher in the UK at 3.7 per cent compared to 2.6 per cent globally. People in the UK are also likely to watch in-stream video ads in full with a completion rate of 60 per cent, cites mediatel.co.uk.

In terms of length, 15-second video ads have an 18 per cent higher completion rate than 30-second video ads.

Niki Stoker, Exponential UK managing director, commented on the study: “It’s tricky to say if Britons are simply more inclined to engage with ads or whether UK brands are delivering more relevant and engaging creative. Whatever the case, the figures are extremely encouraging for the UK, particularly compared to the global picture.

“It’s vital that marketers have a clear picture about their goals,” she added.