Video ad impressions increases in the second quarter with 40%

Video advertising is alive and well. The number of online video ad impressions in the second quarter rose 40% over the first quarter, according to video ad platform Videology.

Mobile video too saw a healthy rise, with a 73% increase in the number of ads in the second quarter.

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Consumer packaged goods advertisers have always commanded the lion’s share of digital video ad dollars, but they are also among the fastest growing categories. CPG marketers comprised 35% of the ads on the Videology platform in the second quarter, and grew its share of video impressions by 13% compared to the first quarter, according to an analysis of nearly 2 billion impressions Videology served in the second quarter.

The second quarter was good to other categories as well, Videology said. Auto saw a 5% bump in share of impressions, travel a 2% rise and health care a 2% boost. CPG rules the roost, though. With more than one-third share of video ads, CPG is nearly three times ahead of auto, the next category behind it with 13% of video ads in the quarter, then restaurants with 9%.

Interestingly, the data suggests that ads are becoming more advanced. The share of advanced targeted spots rose 14% for the second quarter, with consumer behavior the dominant means for segmenting ads. Advanced ads include behaviorally targeted, geo-targeted and daypart-targeted ads. Specifically, marketers targeted by behavior at 49%, via geography at 34%, then via daypart for 17%.

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Other interesting shifts occurred in the second quarter. Entertainment websites were the most popular destination for running online video ads, but gaming sites rose 7% and news 5% in share. Still, about 55% of video ad impressions ran on entertainment sites, 11% on gaming sites and 9% on news sites.


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