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.