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Online video primetime found to be the same as traditional TV, find TubeMogul

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By Jennifer Faull, Deputy Editor

March 24, 2013 | 2 min read

TubeMogul has released research into the best time for brands to serve online ads to maximise performance.

The data for the report comes from brand campaigns run through TubeMogul’s media buying platform in the United Kingdom in the fourth quarter of 2012. Brand lift data comes from TubeMogul’s BrandSights survey technology.

The survey found that traditional television primetime (8pm to midnight) is the best time to reach digital video viewers with brand advertising. Viewers exposed to an ad during that time period express intent to purchase 6.0 per cent more than viewers that did not see an ad, compared to 3.3 per cent for the rest of the day. Lift in brand favourability also increases to 5.9 per cent from 2.9 per cent.

Additionally, interactive pre-roll engagement rates peak during primetime and early late-night hours. Interaction rates average 4.8 per cent between the hours of 8pm and midnight, or more than any other four hour period of the day. Engagement rates reach daily highs between midnight and 1am, averaging 6.0 per cent, compared to 3.5 per cent for the rest of the day.

It should be noted that TubeMogul only compared identical ads that ran in both time periods.

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