CPG Keeps Online Video Biz In Business
From tasty snacks to toilet paper, consumer packaged-goods are keeping online video providers in business, according to new data from video ad network YuMe.
More than any other category, CPG remained the top spender in the third quarter of the year, making up a full 23% of all video ad spending. Even more remarkable, the share of spending by CPG advertisers increased from 17% since the second quarter of the year.
To put those figures into perspective, pharmaceutical advertising increased its share of online video spending from 13% to 16% from the second to the third quarter of the year, YuMe found.
Not surprisingly, consumers ages 25-54 were the most requested demographic among marketers, making up 15% of RFP volume -- up from 11% last quarter.
Separately, spending on female-targeted campaigns was triple that of male-targeted campaigns, while spend on non-gender-specific campaigns increased from 56% in the second quarter to 62% in the third quarter of the year.
Similarly, females 25-54 were the most requested female demographic in the third quarter, while males 18-34 were the most requested male target at 31%, with requests increasing from 22% in the second quarter.
Also of note, pre-roll advertising continues to be the most utilized format, as it represented a full 90.5% of YuMe’s volume in the third quarter. Still, mobile impressions increased by 35%, from 2% to 2.7% of total impressons served, according to YuMe.
Also, 30-second video made up the majority of impressions, at 55%, for the first time in 2011, while 15-second pre-roll delivered the highest completion rates -- 79%. The majority of ad impressions that YuMe served were in California at 11.1% of total volume, followed by New York at 8.2% and Texas at 7.0%.
As YuMe serves ads on more than 1,500 publisher sites, report statistics are generated from data recorded with every ad request and ads served across its network.