For starters, video advertising is one of the fastest growing segments in digital advertising, the report said. Google’s not the first company to note the rapidity of video’s growth; but corroboration from the Web behemoth on what countless other reports say is a good thing for the video ad business.
Specifically, in the second half of 2011, the number of video impressions across the DoubleClick for Publishers platform grew nearly 70%, and ads were watched to completion 72% of the time, and to the midpoint 79% of the time.
The most eye-popping stat is in the growth of impressions running in wide-screen players. Google saw nearly a tripling in the number of impressions on the 640 x 360 ad unit within wide-screen players. “Conversely, we’ve observed a decrease in standard aspect-ratio video player impressions, indicating that they’re phasing out,” the report said.
Half of the video ads in its network register between 15 and 30 seconds, with 36% longer than 30 seconds and 13% running less than 15 seconds. -MediaPost
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