Video ad technology provider Videology has released its Q4 '12 U.S. video infographic, continuing to break down into fine detail which industries are using online video advertising, how/who their campaigns target and performance. The data is based on nearly 2.4 billion video ad impressions Videology served in Q4, and it offers extremely rich insights for anyone looking for a deeper dive into the surging online video ad market.
Among the findings:
- Online remains the dominant platform for video ads: 92% of impressions went to online, while year-over-year mobile was up from 4% to 5%, and connected TV was up from 1% to 3%. Actual impressions by platform grew YOY, along with the overall market.
- More industries are using more online video ads: In Q4 '11, 6 industries delivered 91% of video ads, in Q4 '12 the number dropped to 72% as industries like electronics and restaurants accounted for greater levels.
- Video completion rates for viewers age 18-24 continue to be the strongest, while 65+ unexpectedly is the strongest age group for click-through rates.
Related, last week, Videology announced a new predictive targeting solution that integrates data form Nielsen's Online Campaign Ratings (OCR). The solution is meant to help advertisers who want to use GRP-style digital ratings better understand their campaigns' performance irrespective of the kind of targeting data they use. Videology said an early test of the predictive targeting solution generated a 336% improvement against the demo targeted, as measured by OCR.