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.
More in Media
![](https://digiday.com/wp-content/uploads/sites/3/2022/10/IMG_3432.jpg?w=439&h=277&crop=1)
AI Briefing: How political startups are helping small political campaigns scale content and ads with AI
With about 100 days until Election Day, politically focused startups see AI as a way to help national and local candidates quickly react to unexpected change.
![](https://digiday.com/wp-content/uploads/sites/3/2023/11/groupm-sandbox-digiday.jpeg?w=439&h=277&crop=1)
Media Briefing: Publishers reassess Privacy Sandbox plans following Google’s cookie deprecation reversal
Google’s announcement on Monday to reverse its plans to fully deprecate third-party cookies from its Chrome browser seems to have, in turn, reversed some publishers’ stances on the Privacy Sandbox.
![](https://digiday.com/wp-content/uploads/sites/3/2023/11/Google_cookie_digiday.jpg?w=439&h=277&crop=1)
Why Google’s cookie deprecation reversal isn’t actually a reprieve for publishers
Publishers are keeping a “business as usual” approach to testing cookieless alternatives despite Google’s announcement that it won’t be fully deprecating third-party cookies after all.