Consumers Clicking on Larger Video Ads
Consumers interest in digital video is driving rapid growth in this entertainment platform. Original scripted dramas are showing on pure-play channels and YouTube has just announced its first Music Awards Show to be headlined by Lady Gaga. Advertisers are realizing that an increasing part of the consumer’s media day is spent on online video and they’re bumping up the numbers of ads being served. eMarketer recently compiled statistics on video ad viewing which marketers can use to guide their decision-making process on how to invest in this format.
Data provided by VideoHub indicates that the video ad-viewing audience includes more women (53%) than men (47%). This is also a young audience with over 50% of video ad impressions being delivered to the 12 to 24 year old age group.
About 50% of all video ads are now running 30-seconds according to a study I cited earlier this week. Marketers may be consciously limiting their promotions to 30-seconds because VideoHub’s data shows a clear drop-off in viewing to completion rates, from 84% to 77%, when ads go to 60 seconds. However, the study also showed a greater than 80% completion rate for longer-form ads, those that extend beyond 5 minutes. It may be that consumers who are viewing these longer ads are seriously interested in the details of the product being promoted.
Researchers also found a correlation between video ad size, completions, and click-throughs. Very small ads, under 300 pixels, have a 66% completion and 0.4% CTR. The optimal ad size appears to be between 600–799 pixels. In these instances, researchers measured 85% completion and 1.0% CTR.
To learn more about online video viewers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.