CPG’s position at the top of online video ad spending is nothing new. In 2011, the category accounted for 24% of all online video ad dollars spent on the YuMe network for the year, far ahead of health and pharma (16%), while in Q1 2012, it was also the top spender (25%), edging out health and pharma (23%).
Marketers Targeted 25-54-Year-Olds, WomenData from the YuMe report indicates that marketers had a fairly clear age bracket target in mind for their online video ads in Q2. 22% of total request for proposal (RFP) volume for the quarter was for the 25-54 group, up from 16% in Q1. By comparison, the 18-49 group accounted for 12% of the RFP volume, only slightly changed from Q1 (11%).
Marketers also showed a preference for targeting women. Females aged 25-54 made up 16% of total RFP volume. And while spending on non-gender specific campaigns accounted for 74% of RFP volume in Q2, spending on females was far larger than on males (19% vs. 7%).
Breaking down the top female demographics requested by marketers, the study finds 25-54-year-olds were the most requested group (44% share of female-targeted RFPs), followed by the 18-49 (26%), 25-49 (11%) and 35-54 (11%) groups.
It was a different story for men, though. The top male demographic requested was the 18-49 bracket (39%), with the 18-34 group in second, at 20%. The 18-34 bracket only made up 4% of requests on the female end.
Despite women being more targeted than men, it was actually men who
showed the higher propensity to watch a pre-roll video ad in Q2. The
average pre-roll completion rate (regardless of ad length) for men was
71%, compared to women’s 67%. This is a reversal from Q1, when women had
an average completion rate of 68%, compared to men’s 62%.
Men Had Higher Average Completion Rate
The overall completion rate for pre-rolls in Q2 was 69%, only slightly up from 68% in Q1. In Q2, pre-rolls accounted for 76% of ads served, down markedly from 84% in Q1. That difference was made up by YuMe Ads, which swelled from 9% of ads served to 13%, and mobile impressions, which grew from 4% to 7%. The remaining 3% of ads served were shared among banner (1%) and connected TV (2%) – both unchanged from Q1.
Completion Rates and Ad Length Negatively CorrelatedSomewhat unsurprisingly, the study shows that the longer the video ad, the less likely a viewer would complete it. The average video completion rate for 15-second ads was 76%. That dropped to 65% for 30-second ads, and 40% for ads longer than 30 seconds. Still, each of those figures was an improvement from ad completion rates in Q1.
Overall, 55% of ads served in Q2 were 30 seconds in length, with the next-highest share belonging to 15-second ads (42%). Ads longer than 30 seconds made up only 3% of the mix, though that was up from 0.7% the previous quarter.
By age, the average video completion rate was highest among persons aged 35-64 (73%), ahead of persons aged 35-54 (72%), suggesting that those aged 55-64 have a higher completion rate than their younger counterparts.-Marketing Charts
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