While geo targeting is a given for nearly all video brand advertisers, we wanted to take a closer look and see how different industries were using various types of data, and to some extent no data, to reach their desired audience. Restaurants appear to invest the most heavily in first party data using it target slightly more than 40% of their video campaigns; Wireless is a close second, applying it to 37% of all campaigns.
And while the majority of advertiser categories leverage some sort of third party data, Food and Beverage brands rely on it the most, applying it to nearly half of all their video ads.
Viewers in Q4 must have been hungry! Perhaps advertisers from other industries can their cue from restaurant brands, as they had the highest completion rates on their video ads in Q4 2011. On the other end of the spectrum, entertainment advertisers sacrificed some completions for a few more clicks, demonstrating the highest click-through rate in Q4. This is an interesting trend: As more content becomes available via the internet, click-throughs have become a more vital call to action for entertainment ads.
As online video continues to catch on globally, we are beginning to see ad prices break trend in emerging markets. While CPMs continue to rise steadily in the United States and Europe, prices in Australia and Latin America heated up in Q4.
