Online video prime time mirrors traditional TV’s

Parent Category: News | 18-03-2013
Targeting ads for prime time hours doubles viewers’ message, the latest TubeMogul quarterly report on the state of programmatic video advertising in the US has revealed.
The research has found that fundamentally online video more or less complements traditional TV-viewing practices with viewers most receptive to brand advertising between 8pm and midnight. In addition, it showed that viewers exposed to an ad during that time period remember a brand message 6.6% more than viewers that did not see an ad, more than double the day’s average (3%).
It also showed that brand favourability lift — the absolute difference between the percentage of correct answers of exposed viewers (people who saw the ad) and a control group (people that did not see the ad) — more than tripled to 6.9% from 2.1%, and purchase intent goes up slightly, to 1.8% from 1.6%.
Furthermore, the survey revealed that more pre-roll impressions take place between the peak hours of 8pm and midnight than any other four-hour block of the day. Daily ad impressions were found to have peaked at 11pm, reflecting 4.5% of the day’s views. By contrast, engagement rates for interactive pre-roll peaked during lunchtime and between 8pm and 11pm, averaging 1.4% and 1.3%, respectively.
TubeMogul also found that completion rates had increased across the board with pre-roll ads on tier one sites displaying some of the biggest gains, averaging 89.9% for 15-second ads and 73.4% for 30-second ads.
Summing up its research, TubeModul said: “The most significant finding is that viewers are far more likely to remember a brand message - and plan to act on it - during traditional prime time hours … Perhaps watching in a relaxed setting instead of in the office makes viewers more captive… In terms of video ads available for real-time buying, the last three months are worth noting. An additional 100 million pre-roll impressions per day were brought online compared to earlier in the year, likely the cause of CPM inflation easing.”