YuMe, a leading video advertising technology company, recently released its 2010 Video Advertising Metrics Report based on data from the 30 million + ad impressions per day YuMe serves for more than 600 publishers. The report supports pre-roll’s popularity and reveals that women have a significantly higher video completion rate than males. “As consumers turn more and more to online and mobile options for video entertainment”, stated Jayant Kadambi, president and co-founder of YuMe in a press release, “brands are moving ad dollars to reach these consumers wherever they might be.” Key findings include;
Format and Completion Rates
Pre-roll continues to be the dominant ad format, representing 96.7% of YuMe’s volume in Q4
15 second pre-roll remains the most common ad length making up 57% of impressions served in Q4.
The Female audience continues to have a higher video completion rate at 74% versus 67% for Males.
Demographics
Persons 25-54 was the most requested age demographic by marketers overall, representing 18% of the total Request for Proposal (RFP) volume in 2010.
Additionally, females 25 to 54 were the most frequently requested gender target; and jumped from 10% of RFPs in Q3 to 15% in Q4.
Industries
Consumer Packaged Goods (CPG) marketers dominate the online video advertising volume with 27% of all spending in 2010.
Auto and Entertainment trailed close behind at 12% and 9%, respectively.
YuMe saw a 50% increase of in-stream video ad impressions served from Q3 to Q4. Additionally, the network served the highest amount of ad impressions in California at 10.6% of total volume, followed by Texas at 6.8% and New York at 6.2%.
Learn more about the report here.
-
WTF is cookie stuffing?
Fraud is a well-documented pox on digital advertising, but it’s also an issue for publishers and marketers working together on affiliate marketing deals, too. One of the more tried-and-true techniques is cookie stuffing.
-
Publishers report Q1 ad revenue is pacing 10-25% behind forecasts
Publishers are facing a slow start to Q1 and sales teams have a lot of work to do to regain lost time.
-
Bloomberg, Axios, Politico, other business publishers rethink subscriber retention during the economic downturn
Premium publishers, like POLITICO, Axios and Bloomberg, have to make sure their fees are still considered a necessity as readers recalculate their spending and companies recalculate their expense budgets.
-
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
-
Why Vice, BBC, WaPo, others see new TikTok teams as the next wave of specialist publishing talent
As news publishers craft their TikTok strategies, Digiday spoke with the BBC, Vice, The Washington Post and LADbible to see who’s really behind the posts.
-
Digiday+ Research deep dive: Publishers anticipate a big drop in ad revenue this year
Digiday's survey found that publishers are not feeling great about advertising revenue as 2023 kicks off, with attitudes toward subscriptions and e-commerce shifting as well.
