Video advertising technology company Videology has released its latest quarterly report on the state of the U.S. video market, and this one is packed with useful info on video advertising. For example, the consumer goods category is by far the biggest source of online video ads, with 36 percent of the total. The next closest is the automotive category with 14 percent.
While mobile devices and connected TVs get a lot of attention from ad companies, viewers see nearly all their video ads on desktops or notebooks. Videology found that 97 percent of all online video advertising is on standard computers, with only 2 percent on mobile devices and 1 percent on connected TVs. Connected TV ads grew 27 percent this quarter, but the beginning and ending numbers are still small. The number of online video ads overall grew by 14 percent.
No matter how much it might annoy viewers, 30-second ads are the majority. Videology found that 61 percent of online video ads are 30 seconds long, with 38 percent at 15 seconds long and 1 percent at some other length.
The report also looks at ad effectiveness by studying completion rates and click-through rates. Click-through rates are far higher on mobile devices than on desktops. Click-throughs are almost nonexistent on connected TVs. Completion rates on connected TVs, however are especially strong, perhaps because people are enjoying a lean-back experience and don’t want to search for new content. Ads in movies get the highest click-through rates, while ads in sporting events have the highest completion rates.
Download the full quarterly report for more ad performance statistics.