Vindico®, a Viant company and digital video advertising platform, unveiled the results of its 2014 Annual Report that evaluates significant metrics and trends in the digital video advertising ecosystem. Data indicates that the industry is still adapting to the concept of viewability – what the Media Rating Council defines as the “opportunity to see” – which remains at less than 50%. The report also suggests that more videos ads are being created for the web, as opposed to re-purposed TV ads, signaled by the fact that the number of 15 second ads increased significantly in 2014 compared to 2013.
“Digital video is uniquely effective at conveying brand messaging and stories but to best fulfill that promise, brands and marketers must ensure that they’re considering both placement quality and context,” said Jon Schulz, CMO of Viant, Vindico’s parent company. “This year’s data reinforces the fact that consumer engagement fluctuates depending on device type, ad length and industry vertical. The nuances of the digital age mean that marketers have significantly more factors to consider to ensure that their ads are successful.”
All data was sourced from Vindico’s digital video advertising platform, which includes the Adtricity® verification and viewability rating solution. Key findings include:
The device matters:
Both completion and click-through-rates correlate to the users’ device. Over-the-top box ads received a 99% completion rate, with computers, tablets and smartphones coming in at 74%, 54% and 46% respectively. Vindico attributes these metrics to the behavioral habits of users as they interact with the specific devices.
Shorter ads are the norm:
Nearly 62% of all video ad spots measured across publisher categories were 15 seconds, a significant increase considering that less than 50% of video ad spots were that length in 2013. In 2014, only 38% mirrored the standard TV ad length of 30 seconds. This suggests a growing understanding of consumers’ digital attention spans and points to an increase in ads developed specifically for digital, versus repurposed TV spots. These shorter spots also garner higher completion rates than their lengthier counterparts.
Non-Human “Bot” traffic persists:
Bots represented 8% of overall impressions but of the publisher types, Major Media outlets boasted the lowest percentage of such traffic (2% of all Major Media impressions).
Quality correlates to publisher type:
The data found that throughout 2014, both ad viewability and quality correlated to publisher type. As we’ve seen in the past, ads placed on Major Media brands outperformed those placed on Internet Brands and Exchanges.
Some industry content performs better than others:
Ads promoting entertainment content received the highest campaign performance metrics with consistently high click-through rates, completion rates and viewability. The Automotive, retail and apparel ads saw consistently lower metrics.