Who are the biggest spenders when it comes to online video ads?
Topping the list is the consumer packaged goods industry, making up 23 percent of overall online video ad budgets in the second quarter, a slight decline from the first quarter (25 percent). The health and pharmaceutical industry also suffered a slight slump from 23 percent to 21 percent. Retail, on the other hand, almost doubled its online video investment, increasing its relative spend from 6 percent to 11 percent.
The most sought-after demographics for online video ads are people ages 25 to 54, followed by those 18 to 49. In particular, women in these age groups are eyed by marketers. Their requests for non-gender-specific campaigns dropped from 77 percent to 74 percent, quarter over quarter. Meanwhile those targeting women increased slightly from 18 percent to 19 percent.
The majority of online video ads (55 percent) are 30 second spots, and 42 percent of online video ads are 15 seconds. Longer ads make up just 3 percent of online video advertising, which is a huge leap from Q1's 0.7 percent. Completion rates remain highest for 15-second spots at 76 percent, then 30-second ones at 65 percent. In contrast, ads more than 30 seconds long saw a 40 percent completion rate. Across the board, people of all ages complete online video ads at a 71 to 73 percent rate, though men -- not women, who are more heavily targeted -- complete them more often with a 71 percent rate versus 67 percent for women.
Another interesting demographic tidbit: Online video ads run most heavily in California, New York and Texas, with those three states making up almost a third of total ad volume.
© 2013 Ooyala, Inc. •
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