Is it an anomaly or a real trend? Marketers are asking themselves this question as they study the findings released by Videology regarding the demographics of consumers who are watching online video ads. The firm’s research shows that consumers over age 65 have the highest view completion rate (VCR) and the highest click-through rate (CTR) for this ad format.
Videology’s research is based on data from its own users and may not be representative of the U.S. population but the firm's information may point to emerging trends. In the Videology ecosystem, ads targeted consumers in the following age groups in the most recent quarter:
- 18–24 6%
- 25–34 18%
- 35–44 22%
- 45–54 23%
- 55–65 19%
- 65+ 12%
Video ads that run through Videology had the highest volume on entertainment sites (54%) and news and information sites (15%). However, consumers showed a definite pattern for clicking through based on content they were reading. For example, consumers who were reading about movies overindexed with a CTR of 302.6. Music (149.3) and technology-related (142.5) content also seemed to drive higher CTR on ads.
By ad genre, charities, government, pharmaceuticals and e‑commerce vendors achieved higher VCRs. Actual CTRs were highest for charities, educational services, alcoholic beverage vendors and government.
Marketers are still experimenting with what works best in online video. In the most recent quarter, Videology noted a 27% increase in ads served over connected TV. However, the majority of ads are still served through traditional online video and the volume grew 14% in Q3 2013. While 24% of the ads served were based on demographics, about 63% took other factors into account such as behavioral (54%), GEO (38%) and daypart (8%).
As we move into the busy holiday season, marketers will likely be considering a number of factors as they seek the right places to maximize the value of their video ad placements.
Do you have a strategy for your online video ad campaign?