American football helped strengthen video ad performance across screens and drive total video ad opportunities by 81 percent, according to a newly released infographic by Adap.tv.
Like the holiday shopping season, football provides marketers a great opportunity to engage consumers with video content that interests them. Breaking down the overall improvement in video ad inventory, smartphones saw a robust growth of 127 percent, followed by desktops (120 percent) and tablets (22 percent).
Meanwhile, people are more likely to engage with video advertising during football season. Video ad clicks (per thousand impressions) rose 90 percent and completion rates increased nine percent.
Football is also the main driver of cross-screen ROI and showed large growth in viewer engagement with video ads (measured by click-through rates) compared to before the season began. Interestingly, different days of the week showed higher engagement as opposed to others across devices - tablets on Monday were most popular with a 161 percent growth in engagement, desktops on Sunday saw a 200 percent rise, and smartphones on Thursday saw a 270 percent uplift.
Adap.tv conducted this analysis based on data from mid-August to late-September. You can view all the important statistics in the infographic below.
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Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
March 19, 2014