The future is looking bright for video advertising. For starters, according to FreeWheel’s Q2 2019 Video Marketplace Report, video ad views grew by 27% in the U.S. within the last year and show no sign of slowing down. With each new video streaming service that is released, video gains another foothold in consumers’ homes.
Video ad views on all devices grew between the second quarter of 2018 and Q2 2019, but connected TV led the pack. Connected TV ad views now represent 55% of all video ad views, growing 48% within the last year. On these devices, full-episode ads (with lengths of five minutes and over) were the most popular, representing 50% of ad views. Live ads followed at 47%, with clips (lengths of five minutes or less) coming in last at 3%.
Mobile was the runner up in terms of video ad views with a 17% growth rate from last year. Smartphones and tablets may not be the devices with the most growth, but mobile’s ad format viewership is more evenly divided. On mobile apps, full-episode ads represent 55% of video ad views, live claim 32% and clips account for 13%. On the web, clips make up 60% of views, with full episodes at 21% and live at 19%.
STB and Desktop
STB VOD (set-top box video on-demand) and desktop video ad views both grew by 14%. STB VOD’s video ads were all full episodes, while desktops were divided between full episodes (45%), live (44%) and clips (11%).
Across all devices, mid-roll video ads have the highest completion rate. 98% of full-episode ads are viewed to completion and so are 97% of live ads. Pre-roll placements shouldn’t be overlooked, though. Full episodes still have an 88% completion rate, followed by live with 87% and clips with 76%.
Where are your clients placing their video ads and is that really the best place considering their target demographic? If you need reassurance for your answer, check out the plethora of audience profiles available on AudienceSCAN on AdMall by SalesFuel. Each profile will tell you which devices each demographic owns and how long they’re on each device on a daily basis. Under the Marketing tab on the AudienceScan profiles, you can find out how different types of video advertising motivates each buyer type. What are you waiting for? It’s time to optimize your client’s video ads!
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