Women to Remain a Key Target of Online Video Ads

Yesterday, I blogged about a Pointroll study that showed the growing influence of online video advertising. Another industry player, YuMe, also released information about the online video ad stats recorded on its network. In addition, the YuMe report outlines which demographics marketers are seeking to reach with their online video ads.

The large advertisers in the YuMe network system represent some of the same industries that showed up in the Pointroll report. In 2011, the top spenders at YuMe were:

  •  CPG 24%
  • Health/​pharma 16%
  • Telecom 13%
  • Financial services 7%
  • Entertainment 6%

Throughout 2011, the typical marketer requested specific demographic audiences when issuing requests for proposals (RFPs). The top 5 audiences included:

  • Persons: 25–54 15%
  • Females: 25–54 13%
  • Persons: 18–49 9%
  • Females: 18–49 6%
  • Females: 25–49 4%

YuMe analysts noted some variation on a quarterly basis. In the 1st quarter, 14% of requests were for female audiences between the ages of 25–54. But during the 4th quarter, only 11% of requests were for that audience. The top audience desired in the 4th quarter was Persons: 25–54.

Advertisers also show spending preferences by gender. In 2011, 65% of RFP’s did not ask for gender specific audiences. However, 25.7% of spending clearly targeted women while 8.4% targeted men.

Marketers also indicated, through their RFP’s, that they wanted to reach females between the ages of 25–54 39% of the time. The second most requested female demographic, for 19% of RFP’s, is ages 18–49. When it comes to men, marketers requested the age range of 25–54 in 22% of RFP’s. The second most requested male demographic, for 18% of RFP’s, is ages 18–24.

YuMe also revealed that about 70% of men watched complete video ads while women did so 69% of the time. Interestingly, the demographic with the highest video completion rate in 2011 was consumers between the ages of 12 to 24. While younger teens clearly may not be big spenders, these statistics indicate that marketers may want to target that 18–24 year old group more heavily with online video ads.

[Source: 2011 Video Advertising Metrics Report. Yume​.com. January 2012. Web. 15 Feb. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.