Ask 3 Questions to Master Video Ad Effectiveness

BY Rachel Cagle
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If your clients want to run online video ads, they have a lot of choices. Which platforms they should use depend on a few things, reports Pixability.

Who’s The Target Demographic?

If your client’s target demographic is on the younger side, Instagram has the most impressions for ages 18 through 34, with 18- to 24-​year-​olds accounting for 28% of impressions and 25 through 34 coming in at 41% of impressions. YouTube gains most (37%) of its impressions from the 25- to 34-​year-​old crowd, but YouTube has more impressions than Facebook and Instagram among 35- to 44-​year-​olds. Facebook gets 58% of its impressions from consumers over the age of 35, with click-​through rates increasing in popularity over YouTube and Instagram as the consumer ages.

What Time of Day do Your Clients want to Run Their Ads?

Views of videos on YouTube, Facebook, Instagram, Amazon Fire TV and Roku vary throughout the course of the day. The morning isn’t overly good for any platform, but Amazon Fire TV and Roku views soar above the rest during the lunch time hours of 10 a.m., 11 a.m. and noon. After that, Facebook video leads the pack from 2 p.m. to 4 p.m. before YouTube takes over until 10 p.m. Instagram’s viewing popularity hoovers around YouTube’s between the hours of 8 p.m. and 10 p.m.

Is the Goal Exposure or Click-​Through Rates?

If your client is going for exposure, video ads on Amazon and Roku are non-​skippable, so their view-​to-​completion rates are at nearly 100% at all times. YouTube’s view-​to-​completion rates on TV screens are at 49%, even though they’re skippable, and that percentage is slowly growing year-​over-​year. (Pixability also points out that view-​to-​completion rates are higher for 30-​second videos than they are for 15-​second ads.) YouTube does have direct response options, but its ads excel at deeply engaging viewers (like connected TV ads), rather than encouraging clicks.

Facebook gets the highest click-​through rates with a 1.15% average with Instagram behind it at 0.47%. This is likely because most of Instagram’s and Facebook’s videos are watched on mobile devices. Mobile is the best device for generating click-​through rates. On the other hand, CTVs and desktops are the top devices for gaining view rates. Tablets are a good medium for both categories, but have higher view rates than click-throughs.

Do you need more information on lifestyle, purchase intent and marketing for Online Video Watchers, Mobile Video Watchers, Pre-​Roll Video Ad Responders and other related audiences to round out your pitch to your client? You can find this information on their audience profiles on AudienceSCAN by AdMall from SalesFuel.