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BizReport : Viral Marketing : September 26, 2012


YuMe: 76% of video impressions are pre-roll

New data out today from YuMe shows pre-roll is still the king of video formats. According to the YuMe Q2 Connected Audience Network report 76% of impressions served by YuMe are pre-roll. CPG brands continue pushing into video in the largest numbers with a 23% share of the video spend.

by Kristina Knight

Health/pharma brands make up 19% of the video ad spend, finds YuMe.

As for which demographics are hot in video:

• 22% of RFPs were targeted to people aged 25-54
• Men aged 18-49 made up the largest sector of male-targeted demographics
• Women aged 25-54 made up the largest sector of female-targeted demos (44%)
• 74% of video ads didn't specify a gender

Meanwhile, a new release from Sharethrough is focused on native video placements. Called Sharethrough Sponsored Videos, the platform helps content publishers to integrate premium, native video ad placements to enhance the video experience.

"Most major platforms on the web -- Facebook, YouTube, Twitter, Tumblr, and WordPress -- have universally adopted native advertising formats. Sharethrough is now giving any media publisher the ability to replicate the success of these platforms in monetizing their content in a way that is choice-based and non-interruptive," said Dan Greenberg, cofounder and CEO of Sharethrough.

The ads are contextually relevant and work within the framework of existing brand content. There are customizable images for placements, editorial contextual targeting and placements within a gallery, grid or feed.

And another release, this one from ClickBerry, makes video content clickable. Using the platform brands can create interactive videos by tagging people, places, products, etc. within the content with a clickable link. That link then 'follows' the viewer for the duration of the video.

"ClickBerry changes the way people consume video," said Alex Babin, CEO, ClickBerry. "The traditional way of processing a video (whether on TV or online) is to watch first, and then - possibly - to react afterwards, whether that's purchasing a product or finding more information about what they saw. ClickBerry puts that next step of video engagement into the video itself through a seamless, interactive experience that benefits both the video's viewer and the video's creator."

For example, a clickable link could be added to a band's music video, encouraging viewers to 'like' a Facebook page or buy concert tickets. In one beta test, an interactive music video was created; it showed a 6% click to buy conversion rate.

Tags: ClickBerry, online video, ShareThrough, video ads, video trends, YuMe










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