18-24, 65+ Not So Different To Programmatic Video Advertisers
They might be generations apart, but 18-to-24-year-olds have some video viewing habits in common with the 65+ demographic. They are the only age groups with above average click-through and view completion rates in the U.S.
For 18-to-24-year-olds, the view completion rate is 0.7% above average, and the click-through rate is 2.1% above. Similarly, the 65+ age group has a view completion rate (VCR) 0.6% above average and a click-through rate (CTR) 3.3% above.
Interestingly, programmatic traders are spending the least on these two age groups.
The data, which comes from video advertising platform Videology's Q3 U.S. index report, is based on inventory traded programmatically on Videology's platform.
The 25-34 demographic is below average in both categories (-0.2% for VCR, -.08% CTR). Meanwhile, 35-to-44-year-olds have a VCR 0.9% below average and a CTR 0.7% above.
The VCR for the 45-54 group is completely average, but they have a below average CTR (-2.2%).
Not straying to far above or below the average, 55-to-65-year-olds are slightly above average in VCR (0.6%) and slightly below in CTR (-0.3%).