Feedback from 1.8 Billion impressions via Videology's own platform from January to March 2013 confirms that the majority of viewers continue to watch video ads primarily through their desktop PCs or laptops. However, ads seen via mobile devices (smartphones and tablets) increased by an impressive 27% compared to Q1 2012. Ads by financial service providers and restaurants saw an increase in budget spend, while telecommunications and the car industry spent less than the previous quarter. Video ads for consumer goods (CPG) took a 22.2% share of the U.S. market.
Who Is Advertising And For How Long?
Online video advertising for consumer goods accounted for 22.2% of ads shown in the U.S. (down from 24.4% from Q4 2012) and was by far the largest advertiser. However, financial services, entertainment, restaurants and 'business' all increased their spend and market share compared to the previous quarter.
Although the percentages for ads viewed via online video, connected TVs and mobile devices stayed the same from Q4 of 2012, there was a significant increase in year on year growth, particularly for desktops and laptops. The percentage of 0:15 seconds ads by decreased by 4% but 0:30 + ad length increased by approximately 2.6% compared to Oct-Dec 2012. In Q1 2013, 57% of all online video ads were 30 seconds long, while in Q1 2012, 54% of ads were 0:30 seconds long.
Advertisers By Category
The Videology report breaks down its data by age of viewer versus the CTR or completion rate of each video ad. Compared to Q4 2012, there was a decrease in CTR from those aged between 18 to 24 years by 3.5% although other age group behaviour remained stable. In terms of completion rate, there was a slight increase in the 35-44 and 45-54 age range.
Websites based around entertainment hosted 70% of the online video ads accounted for, an increase of 9% from Q4 2012.
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