Visitors to CNN.com usually allow video ads to play in full, according to a study by CNN's digital research unit; the study examined CNN.com video ads in three categories: financial services, telecommunications and luxury cars, writes MediaPost (via MediaBuyerPlanner). The study reported that 99 percent of viewers allowed entire 30-second financial services ads to play, 87 percent did so for telecom ads and 86 percent for luxury car ads.

The figures only represent viewers that permitted an ad to play without shutting it off - not necessarily implying they watched the ad.

CNN's further research of brand awareness and ad recall concluded that combining video ads and banner ads increased brand perception and ad memory. Some 92 percent of respondents that saw financial services ads recalled them correctly when video was present, as did 87 percent of respondents shown car ads and 88 percent of those exposed to telecom ads.