June 13, 2013
About 2 in 3 in-stream video ad impressions come from 4 advertiser categories, according to [pdf] a new study from Google DoubleClick. Looking at video ads served on DoubleClick for Advertisers (DFA) and the Ad Exchange between March 2012 and March 2013, Google reveals that automotive (19%), retail (18%), technology (17%) and CPG (14%) brands led all others, with these categories chiefly the realm of large advertisers seeking branding opportunities. And it looks like that trend isn't going away: 2 in 5 video ad impressions in Q1 came from advertisers new to digital video, with the majority of those being large brand advertisers. Read more »
May 15, 2013
PointRoll has released data [pdf] from its upcoming 2012 Benchmark Report, revealing that in-stream video ads achieved an average click-through rate (CTR) of 0.62% last year, far outpacing mobile (0.15%), rich media (0.14%) and standard banner (0.1%) ads. The findings support a similar conclusion reached earlier this year by DG MediaMind, which also found in-stream video ads to outperform those other formats, though with vastly different benchmark figures. (The DG MediaMind report put the US benchmark CTR for in-stream video at 1.11%, and mobile at 0.88%). Read more »
May 13, 2013
US retail e-commerce spending grew by 13% year-over-year to reach $50.2 billion, estimates comScore in newly-released data. That makes Q1 only the second quarter to exceed the $50 billion threshold, after Q4 ended with an estimated $56.8 billion in spending. While the 13% rise in Q1 represented the 14th consecutive quarter of growth and 10th consecutive quarter of double-digit increases, it was slightly below 2012's growth rate of 15%. But, e-commerce spending accounted for 10.6% of discretionary spending in Q1, its highest share yet. Read more »
May 9, 2013
Media Economics Group has released a list of the top advertisers on Hispanic websites during Q1 2013, revealing that Procter & Gamble (P&G) and Toyota were by far the leading advertisers, neck and neck with 6.78% and 6.74% share of ad occurrences, respectively. According to Nielsen, P&G was the biggest spending advertiser in the US last year, with Toyota in the fourth spot. However, AT&T and General Motors, which were the second- and third-largest spenders last year in the US, didn't make the top 10 list for Hispanic advertisers in Q1. Rounding out the top 5 advertisers on Hispanic websites were Ford (2.99% share of occurrences); State Farm (2.93%); and Nissan (2.46%). Read more »
May 9, 2013
Millennials might be a prized target for marketers, but their financial health is under fire, details Information Resources, Inc. (IRI) in its latest MarketPulse Survey. The Shopper Sentiment Index, which measures the economy's impact on consumers and how they approach grocery shopping, remained at approximately 85 among Millennials in Q1, a level it has stood at or around for a year. By contrast, the index for consumers as a whole recovered from 94 in Q4 2012 to 103 in Q1, indicating that Millennials consider themselves to be far worse off than the general consumer. Read more »
May 9, 2013
Digital coupon users - particularly heavy users - shop more often than the average shopper, and spend more heavily when they do, details Coupons.com in research conducted by GfK. The study looked at 120 campaigns which ran a digital coupon on Coupons.com during 2012, representing a cross-section of CPG categories, and compared the shopping behavior of digital coupon redeemers with the behavior of 2.3 million households in the GfK Knowledge Networks database. Digital coupon users were found to spend 13% more per grocery shopping trip than the average shopper ($53.14 vs. $47.01) and 42% more annually ($4,295 vs. $3,035). Read more »
April 30, 2013
Global ad spending grew by 3.2% last year, but some sectors fared better than others, details Nielsen in further results released publicly from its Global AdView Pulse report. At the forefront of spending growth were the telecom and FMCG sectors, boosting expenditures by 7% and 6.8%, respectively. On the other end of the spectrum, spending by durables brands declined by 2.1%, while healthcare companies cut back slightly, by 0.7%. Read more »
April 17, 2013
Millennial Media and comScore have released a new report [download page] examining CPG mobile ad campaigns and characteristics of the mobile consumer goods audience. The study reveals that compared to the average advertiser on the Millennial Media network, CPG brands were more focused on encouraging consumers to watch video, with 44% of the campaigns incorporating a video aspect (compared to 16% on average). CPG advertisers also aimed to engage consumers through social media calls to action, with 34% of campaigns incorporating social as a post-click action, versus 18% of advertisers on average. Read more »
April 16, 2013
Unruly has released its first in a series of quarterly reports examining trends in social video advertising. The report, which looks at video ad shares across verticals and brands in Q1, highlights an encouraging performance by FMCG brands, and a relatively lackluster showing from auto manufacturers. All told, FMCG ad campaigns generated almost 8.7 million shares during the quarter, up 78.2% from Q4 2012, and representing 25.3% of all shares. The vertical was propped up by Budweiser's "Brotherhood" Super Bowl ad, which became the second most-shared Super Bowl ad ever, with 2.4 million shares. Read more »
April 3, 2013
An analysis by AdoTube of more than 9,500 in-stream video ad campaigns and nearly 13.5 billion impressions from across the world last year reveals that men responded more to ads than women, with a 17.6% higher click-through rate (CTR; 2.81% vs. 2.39%), an 8.4% higher engagement rate (3.11% vs. 2.87%) and a 3.3% higher completion rate (62% vs. 60%). The study also reveals that there was little gender difference in responsiveness to overlays, but that men were far more engaged with full-stream units. Read more »
