Prices boom for premium video ad space, plummet for lesser sites
Advertisers are paying more for online video space on premium sites but less for space on second and third tier sites than they were five months ago, new research from TubeMogul has revealed.
Cost Per Mille (CPMs) for pre-roll video ads on tier one media sites (including premium broadcasters and magazine publishers) are increasing by 15.4% per month in Australia, according to TubeMogul.
CPMs climbed to $29.44 in January up from $19.69 in October, while all other tiers declined.
Tier four sites were the worst hit, with prices falling to $11.29 in January.
The research also found that completion rates for pre-roll video ads are linked to site quality. Tier one sites continue to lead at 83.3% completions overall, while tier two sites are close behind at 80.1% and tiers three and four average 77.0% and 63.9%, respectively.
For general awareness metrics, just seeing a video ad is often sufficient. TubeMogul found that site quality has very little impact on a viewer’s ability to remember a given brand name or ad.
However, when it comes to getting viewers to internalise a particular brand message, tier one sites stand out. Viewers that watched a video ad on a tier one site remember the brand’s message 5.6% more than viewers that did not see the ad, whereas viewers that watch the same ad on a tier two or three site remembered the brand’s message only 1.5% more than viewers who did not see the ad.
Please login with linkedin to comment
Latest News
GoDaddy Wins Gold As Official Partner For Australian Olympic Team
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
French Star Removes Heineken Bottle At Press Conference A Day After Ronaldo’s $5.2B Coke Stunt
Soccer star removes zero-alcohol beer from press conference. For religious reasons, not because it tastes like shit.
Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
Broadsheet Media Appoints Emma Joyce National Assistant Editor
Following recent internal promotions within the editorial team, independent publisher Broadsheet Media has announced the appointment of Emma Joyce in the newly created position of National Assistant Editor. Joyce’s hire will allow Broadsheet to further strengthen its position as Australia’s leading cultural publication. Joyce has more than 10 years experience working in arts and lifestyle […]
Deloitte Digital Wins Round One Of Siren Awards For Suzuki Ad
Deloitte Digital has won round one of the 2022 Siren Awards for an engaging radio ad for Suzuki Australia describing a Suzuki car as “the most fun you can have on two wheels…doubled.” The ‘Motorbike of Cars’ ad, created by Charles Baylis (left) and Matt Lawson (right), asks listeners to imagine the car as two […]
Desert Island Discs, David Attenborough And More BBC Content To Be Hosted On LiSTNR
After announcing a collaboration with Apple Podcasts Subscriptions, SCA has shared that podcast publishing app LiSTNR will be partnering with BBC. The partnership will see the BBC’s most popular titles and content by globally known personalities available on LiSTNR from 23 June 2021. The partnership is also the first time the majority of the BBC […]
The “World’s Worst Football Team” Stars In Witty Work For Online Sports Betting Co
Brazilian football team Ibis Sport Club has achieved cultish status in the country and probably not for the reason you’d expect in the soccer-mad nation. That’s because Ibis has been lumbered with the rather unflattering title of the world’s worst football team. Apparently it all goes back 40 years when, during a period from 1980-1984, […]
DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Wednesday TV Wrap: Hard Quiz Beats Travel Guides For Entertainment Lead But Nine Wins The Night
The Wednesday night competition between ABC’s Hard Quiz and Nine’s Travel Guides for top spot in the entertainment ratings hotted up once again. This week, it was Hard Quiz in the top spot with 662,000 viewers, while Travel Guides had 648,000 in an ep exploring the Kimberley. On top overall was once again Seven News with 1,065,000 viewers, followed […]
Carat Melbourne Wins General Motors Specialty Vehicles’ Media, Makes Two Senior Appointments
Carat snares media for the iconic American truck brand, stops short of staff boot scooting competition.
Boris Johnson Tweets Criticism Of Anti-Lockdown Protestors Who Chased And Harrassed BBC Journalist
The UK Prime Minister has criticised anti-lockdown protestors who chased and verbally abused BBC Newsnight political editor Nick Watt. Watt was covering an anti-lockdown protest in central London when a group of maskless protestors began following and shouting at him. At one point, Watt began to run away while the protesters shouted ‘scum’, while one […]
Seven Reveals Revenues Up 45% In Q4
Seven West Media has revealed trading conditions in the fourth quarter of FY21 have been positive, with a strong rebound in advertising revenue compared to last year. Seven’s advertising revenue including BVOD is estimated to grow more than 45 per cent in the quarter. Early indications suggest ongoing positive momentum into the September quarter. The […]
marie claire Asks Australia’s Leading Advertising Agencies To Talk About Consent
With the discussion about consent raging and following the Federal Government’s recent campaign comparing sex to milkshakes, Are Media’s marie claire has turned to some of the country’s top advertising agencies to come up with an alternative communication solution. Leading creative agencies, DDB Melbourne, M&C Saatchi, Ogilvy, The Hallway and The Works, were briefed by […]
Envisioning The Future Of Targeted Advertising: Where Do We Go From Here?
Jason Barnes [featured image] is the Chief Revenue Officer, APAC at PubMatic. In this piece, he looks at the future of targeted advertising and discusses how the digital advertising ecosystem can correct its course. There is perhaps no bigger disruptor to the digital ecosystem than the changes afoot around addressable advertising. Addressability is a key […]
Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal Partners With Welcome To Country
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
The Brag Media Refreshes Look For Three Titles, Makes Two Hires
The Brag Media has given its mastheads a spruce and a spring clean. One staffer even suffering a dust mite allergy.
Christiano Ronaldo Removes Coke Bottles From Presser, Stings The Brand $5.2 Billion In Marketing
To be fair to Coke, it's like water just with biphenol-A, phosphoric acid, aspartame, sucralose & acesulfame potassium.
ABC Radio Host Jon Faine Calls Out Peter Dutton For Constantly Trying To Sue Him
You'd be right in thinking the government's relationship with the ABC was starting to resemble an episode of MAFS.
WPP’s Comms Man Toby Hemmings Departs After Just Nine Months In The Role
WPP's local newsagent raking it in on leaving cards as yet another high-profile staffer heads for the exits.
Two-Thirds Of Vehicle Owners Fear They Won’t Have Transportation Flexibility In The Future
R/GA unveils its 'Future of Mobility Report'. Once again, no signs of flying cars, jet packs or teleporting.
Underwear Subscription Brand Knobby Shares Loyal Customers’ Stories In New Campaign
Here's some important underpants news if the state of your own Y-fronts or knickers have forced you into celibacy.
Digital Marketing Agency Whitehat Debuts New Website
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Thrive Homes Targets Broad Audience In The Property Market With ‘Clever Choice’ Campaign
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
NRL Beanies For Brain Cancer Launches For 2021
This remains a top initiative by the NRL. Unlike the mid-strength beer at games and the exorbitant ticket prices.
Fintech Start Up DiviPay Bolster Team With Head Of Accounting
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
ABC Set To Move Staff To Parramatta
Airs a QAnon story on Monday, gets moved to Parramatta by Wednesday. You do the maths people, you do the maths.
Reporter Stalked By Creepy Neighbour From ‘Home Alone’ While Reporting On Murderer Who Killed With A Nutribullet & Sheep Sedatives
This will be the best thing you read all day. Although it could also be the worst thing such is the unhinged reporting.
Adhesive Wins PR For Domain Group
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
