Commentary
CPG Tops Video Ad Spend
- by Jack Loechner , Staff Writer @mp_research, February 21, 2012
According to statistics from online ad server YuMe, the CPG (consumer packaged goods) category was the top online spender of 2011, making up 24% of dollars spent. Health/Pharmaceutical advertising made up 16%, a 400% year-over-year increase from 2010.
Top Video Advertising Spenders in 2011 | |
Category | % of Video Ad Spending |
CPG | 24% |
Health/Pharmaceutical | 16 |
Telecom | 13 |
Financial services | 7 |
Entertainment | 6 |
Retail | 5 |
Travel | 4 |
Autos | 4 |
Consumer electronics | 4 |
Other | 4 |
Source: YuMe, Inc., February 2012 | |
Persons 25-54 was the most requested age demographic in 2011, representing 15% of total requests for proposals. Females 25-54 and Persons 18-49 were also highly requested.
Top Demographic Audiences Requested By Marketers | |
Audience Demographic | % of 2011 RFPs |
Persons 25-64 | 15% |
Females 25-54 | 13 |
Persons 18-49 | 9 |
Females 18-49 | 6 |
Females 25-49 | 4 |
Source: YuMe, Inc., February 2012 | |
Requests for female demo-targeted campaigns represented 25.7% of all requests during 2011, roughly triple the 8.4% of requests aimed at a male demo. Females 25-54 was the most requested female demographic, with 39% of requested RFPs, down 7% from 42% in 2010. Males 25-54 were the most requested male target at 22%, holding steady from 2010.
Top Female And Male Age Demographics Requested By Marketers | |
Gender | % Marketers Requesting |
Female |
|
25-54 | 39% |
18-49 | 19 |
25-49 | 13 |
19-34 | 7 |
35-64 | 6 |
Male |
|
25-54 | 22 |
18-34 | 18 |
18-49 | 16 |
25-49 | 9 |
18-24 | 8 |
Source: YuMe, Inc., February 2012 | |
Shorter pre-roll video ads had a higher completion rate in 2011. 15-second pre-rolls had the highest completion rate of 76%, and rose from 69% in Q1 to 77% in Q4. 30-second pre-rolls followed with a 62% completion rate overall, falling from 66% in Q1 to 58% in Q4. And 30-second-plus pre-rolls only had a 54% completion rate, fluctuating from 42% to 66% throughout the year.
Average Video Length And Performance By Length, 2011 | ||
Ad Length (sec) | Video Length Mix | Video Completion Rate |
:15 pre-roll | 45.5% | 76% |
:30 pre-roll | 54.4 | 62 |
> :30 pre-roll | 0.1 | 54 |
Source: YuMe, Inc., February 2012 | ||
Comparing video ad completion rates (regardless of length) in 2011 by age demographic, the study finds that rates were highest among persons aged 12 to 24 (73% in 2011 overall), rising from 64% in Q1 to 76% in Q4. The completion rate among persons of all other age groups dropped from Q1 to Q4, with an overall average of 65-68%.
Ad Completion Rates (2011) | |
Audience Demographic | 2011 Ad Completion Rate |
Persons: |
|
18-34 | 66% |
35-54 | 66 |
25-54 | 68 |
25-49 | 65 |
12-24 | 73 |
Source: YuMe, Inc., February 2012 | |
N.B. About the Data: The statistics are solely representative of YuMe’s network and may not be a reflection of the overall online video marketplace.
For additional information, please visit MarketingCharts here, or for the complete PDF file, go to YuMe here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.
62% avg. completion rate for :30 pre-roll? If YuMe was a college student, 62% would be a "D" and that is FAILING. If you download their report it also states that for videos over :30, the avg completion rate is less than 54%.
PEOPLE! There are other options out there for video other than pre-roll, which is forced upon a consumer who chose to watch something else. Jun Group is the leader in ISVA "Incentivized Social Video Advertising". We give users the ability to CHOOSE to watch a video in exchange for some form of in game currency (credits, points, gold coins, special edition products..) Do you really want a 62% completion rate? (and if you are really lucky you'll get a .5% CTR to go with it)
Our average completion rate for :30 videos is 96%. Our average completion rate for :60 videos is 88%.
We can deliver videos up to 4min long!
You want more? (I know you do) not only are we delivering outstanding completion rates, we are also averaging an amazing 4%-5% POST VIDEO engagement rate. This is users who are choosing to tweet, share, comment, click to FB, click to brand site... and those clicks are NOT incentivized.
So I ask again.. are you really happy with a 62% completion rate?
If you want to learn more, i'm easy to find.
Marc Podell - VP of Sales, Jun Group
Hey Jack, I'm not surrpised that CPGs are leading the pack with ad spend. However, I am surprised that Consumer Electronics are so low. I would have expected more. Why do you think that there wasn't more spend in that area?