TubeMogul finds top tier sites excel at getting viewers to watch an entire video

TubeMogul finds top tier sites excel at getting viewers to watch an entire video, but are weaker in terms of driving clicks. In there first “State of Real-Time Video Advertising ” where the evaluate real-time video advertising trends.


Overall, pre-roll video ads available for $12 real-time buying across devices continues to expand, averaging over 211 million daily average impressions and growing by an average of 4.7% per month in 2012.

Broadly, the data presents a clear picture: real-time video advertising inventory is growing rapidly.

While context is a large part of any brand advertising campaign and this research indicates several best practices around site categories and timing,
the small variances in the results suggest that where an ad runs is clearly an imperfect proxy at best for engagement. In part, this is why a media buying platform’s emphasis on transparency matters—only when viewed in the context of the wide range of targeting and optimisation options that real-time buying makes possible, as well as variances in performance of the ad creative itself, can marketers begin to make the right tradeoffs.

 


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