Women Comprise 55% of People Who Engage with Opt-In or “Value Exchange” Video Ads, and Women Generate a Video Completion Rate That Surpasses Men for All Video Lengths
A study conducted by mobile video advertising platform Jun Group found that value exchange advertising continues to be an industry-leading placement, and female audiences are leading the trend. With value exchange advertising units, consumers opt-in to unlock entertainment, points, or other digital content for engaging with a brand advertisement. Value exchange advertising has received increased attention recently as a consumer-first approach to advertising at a time when the adoption of ad blockers is at an all-time high, and industry titans such as Google are blocking intrusive ads.
Women not only make up 55% of all value exchange video views, they generated higher video completion rates than men, surpassing them for 15-second videos by 1.1%, by 2.2% for 30-second videos, and by 6.9% for 60-second videos. Skippable video completion rates for women rose ~8.3% year-over-year for 30-second videos and by ~5.7% for 60-second skippable videos. Additionally, views among men also increased year-over-year; in fact, skippable video completion rates for men increased ~3.3% for 30-second videos and by ~4.5% for 60-second skippable videos.
“People don’t like to be interrupted by advertising and they are increasingly empowered to avoid it—especially on mobile devices,” said Mitchell Reichgut, CEO of Jun Group. “Value-exchange advertising is the safest, most honest, and respectful way for brands to connect with their customers because people engage on their own time in secure, brand-safe environments.”
The study also found that audiences 35+ made up the fastest-growing segment, leaping from 54% of total views to 58% of total views year-over-year. Millennial audiences still account for the largest segment of total views, representing 40%. Additionally, almost 25% of total views in Q1 2018 were for longer-form videos (those measuring 45+ seconds). Videos for 15, 30, and 60-second formats all delivered completion rates of 89% or better in the period.
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