estudio publicidad video online
DESCRIPTION
El informe “European Video Market At-A-Glance” de 2014 de Videology ofrece sorpresas sobre el estado del mercado de la publicidad en vídeo en Europa. Lo más destacado es que más del 90% de los anunciantes compran sus anuncios de vídeo online a través de modelo de precio fijo.TRANSCRIPT
WHO’S ADVERTISING IN ONLINE VIDEO? FMCG advertisers once again spent the most on Videology’s platform in Q1, increasing their share of ads on the platform 34% year-on-year along the way. Financial Services also upped impressions year-on-year, increasing their share by 57%.
39% 11% 8% 8% 6%
5% 4% 4% 3%
6%
3%
2% 2%
*
Source: Videology total impressions served in UK, Ireland, France, Italy, Spain, Netherlands (989,583,323), January-March 2014
ADVERTISERS BY CATEGORY
FMCG FINANCIAL SERVICES ENTERTAINMENT AUTOMOTIVE HEALTH CARE
RETAIL NON-ALCOHOLIC DRINKS PHARMACEUTICALS TRAVEL GAMBLING
CAREERS TELECOM OTHER
®
F I R S T Q U A R T E R , 2 0 1 4
AGE BREAKOUT
50% 11% 9% 8% 6% 5% 4% 4% 2% 2%
Entertainment sites were the destination for nearly one of every two ads on the Videology platform in Q1. Year-on-year, News & Info publishers grew biggest on the platform, with its share increasing almost 4X.
WHERE ARE THE EUROS GOING?
ENTERTAINMENT NEWS & INFO PORTAL SPORTS WOMEN GAMING MEN MOVIES FOOD MUSIC
18-24
13%25-34
28%35-44
24%45-54
7%55-64
11%65+
17%
n VCR (VIDEO COMPLETION RATE)n CTR (CLICK THROUGH RATE)
The following graphics show an index of Click Through and Completion Rates over three categories: Age, Ad Length andDevice. Index compared to average VCR and CTR for entire combined impressionsin category.
AGE
100
90 95
106 115
111
92
87
92
112 117
123
18-24 25-34 35-44 45-54 55-64 65+
PERFORMANCE AT-A-GLANCE
AD LENGTH DEVICE
CONNECTED TV
99
111
149
70
596
8
PC
MOBILE
111
59
101
131
24
94
:30 SECONDS
:15 SECONDS
:20 SECONDS
ABOUT VIDEOLOGYVideology (videologygroup.com) is one of the world’s largest video advertising platforms. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Tokyo, Singapore, Sydney and sales teams across North America. For more information contact Michele Skettino, [email protected].
TARGETING BUY TYPE
24% increase in the number of campaigns bought using Cost Per Action quarter-on-quarter
2%
2%
DEVICES
62% of all video campaigns were planned cross-device in Q1
96%
37%
5%
PC ONLY
11%PC + MOBILE
46%PC + MOBILE + CTV
1%MOBILE ONLY
PC + CTV
FORMATAD LENGTH
85%
16%
45% :30 SECONDS
31% :20 SECONDS
10%
14%
71%
29%
:15 SECONDS
OTHER
increase in the share of alternative ads, such as :15 and :25 ads, year-on-year
increase in the share of In-Banner Video ads year-on-year
PRE-ROLL VIDEO
IN-BANNERVIDEO
AD TYPES
* * PC only
DEMO
68%
2%
DEMO + ADVANCED
29%
ADVANCED
GEO : 16%OTHER : 14%
PLATFORM: 12%
BEHAVIOURAL: 26%
SOCIAL GRADE : 32%
3X increase in the share of Behavioural-targeted ads year-on-year
*Buy Type by campaign
*Devices used by campaign
*
*
**
GUARANTEED CPM
DYNAMIC CPM
COST PER ACTION