Mobile Ads Nearly Double Quarter over Quarter
The number of smartphone and tablet ads that digital video ad network YuMe served up in the second quarter nearly doubled from the quarter before, another promising sign pointing to the rapid growth in mobile video advertising so far this year.
Granted, YuMe’s numbers are unique to one ad network, but they do provide an interesting window into shifts in the digital video marketplace quarter to quarter, especially given YuMe’s reach. The network serves about 750 million video ads each month across more than 2000 publishers.
Specifically, mobile impressions accounted for 7% of ads served in the second quarter, up from 4% in the first quarter, YuMe said. Meanwhile, the percent of pre-roll ads served overall dropped to 76% of the total from 84% the quarter before, as advertisers requested more custom creative ad units across screens. Completion rates rose slightly to 65% on average, up from 62% for 30-second spots. Completion rates also rose slightly for 15-second ads and for ads longer than 30 seconds.
YuMe said that people 25 to 54 remains its most requested demographic by marketers, comprising 22% of RFPs, and that’s a 6% rise from the first quarter. This upward tick might suggest that online video is being viewed more broadly as a branding vehicle and that marketers are starting to use it more frequently in that role.
Recent Video Daily Articles
-
Before You Head Off to That Mattress Sale at Sleepy's May 24, 2:40 p.m.
My dad, quite draft-worthy, escaped World War II by working in a war-related industry. It wasn’t ...
-
Online Content: Hey, That's Not So Inferior! May 23, 2:41 p.m.
Here’s another stunning confirmation of what would seem to be a no-brainer: It doesn’t matter much ...
-
Fiat Hopes It Has a Cheap Viral HIt Coming at You May 22, 3:20 p.m.
Automakers are always among the top advertisers on network TV and usually the very top ...
-
What's The Point of NewFronts, Anyway? May 21, 2:10 p.m.
Gees, I know you expect a lot of trenchant analysis in this space, but at the ...
-
Tremor's VideoHub Gets MRC Nod for Its Viewability Tech May 20, 3 p.m.
A certain big segment of the ad business still gets bugged about viewability issues—it sounds ridiculously ...
-
Too Much of A Soap Thing: 'All My Children,' 'One Life to Live' Will Lengthen Time Between New Episodes May 17, 1:22 p.m.
There’s something interesting to be learned—maybe—from the revelation that fans of the new online versions of ...
-
The Wonders and Contradictions of Counting Audiences May 16, 2:10 p.m.
The emerging digital age is nothing if not contradictory and filled with its own ironies, and ...
-
Networks Want a Better Accounting of All That Television Online May 15, 2:15 p.m.
Editor's Note: This story incorrectly refers to Nielsen Online Campaign Ratings as the data source for ...
-
The Private World of Broadcast Upfronts May 14, 3 p.m.
The new broadcast network schedules being announced this week include the typical ballyhoo, but it seems ...
-
My Advertisement For Online Advertisments May 13, 2:40 p.m.
I bristle at the notion of watching commercials for fun, but I bristle at a lot ...
Be the first to comment on "Mobile Ads Nearly Double Quarter over Quarter"
Leave a Comment