TubeMogul: The State of Real-Time Video Advertising in the U.S.

Posted by IAB Australia On December 05, 2012 Research & Resources

Key Findings

– Completed = Remembered: Among viewers that watch an entire ad, the rate of message association more than doubles, growing from 8.3% to 20.5% over control.

– Lift Benchmarks: By category, electronics and computer brands lead in purchase intent, with 10.9% lift over control, beating out consumer packaged goods (2.2% lift) and entertainment properties or media companies (3.8%).

– Scale Breaks Record: The number of daily pre-roll video ads available for real-time buying now eclipses the number of Americans, with an average of 331.5 million ads available per day in October. Monthly growth is 7.3% in 2012.

CPMs Mostly Flat: Likely driven by this growth in inventory, CPMs for pre-roll video ads are mostly flat, down slightly at $8.18 from $8.83 during the first half of 2012, when inflation was 2.5% per month.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.