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

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.

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