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Direct Response Marketing

Video Ads See Upswing in Second Quarter

21 Aug, 2013 By: Doug McPherson


BALTIMORE – Online video ad impressions on computers in second-quarter 2013 rose 40 percent over the first quarter, according to a report from video ad platform Videology. Mobile video too saw a healthy rise, with a 73-percent increase in the number of ads viewed in the second quarter.

Consumer package goods (CPG) advertisers were among the fastest growing categories. CPG marketers made up 35 percent of the ads on the Videology platform in the second quarter, and grew its share of video impressions by 13 percent compared to the first quarter. The report analyzed nearly 2 billion impressions Videology served in the second quarter.

Year over year, several categories saw tremendous overall growth, with health care products and services categories showing five times more impressions this quarter compared to a year ago.

Entertainment websites were the most popular destination for running online video ads, but gaming sites rose 7 percent and news sites 5 percent in market share. Still, about 55 percent of video ad impressions ran on entertainment sites.

Video isn’t just for the young: demographic impressions were well distributed, with 27 percent coming from people aged 18-34; 55 percent from people aged 35-54; and 28 percent from people over age 55.

The data suggests ads are becoming more advanced (ads that include behaviorally targeted, geo-targeted and daypart-targeted ads). The share of advanced targeted spots rose 14 percent for the second quarter, with consumer behavior the dominant means for segmenting ads. Specifically, marketers targeted by behavior at 49 percent, via geography at 34 percent, and via daypart at 17 percent.
 


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