Focusing on the online video ad market, recent research from MediaRadar revealed a 31% increase in spend by advertisers on YouTube and other video platforms to a total of $5.5 billion in the first quarter.
The media consultancy, which tracks and analyzes ad campaigns for brands across multiple media channels, showed data based on online video advertising from traditional websites and YouTube, but did not include streaming video or social media platforms for so I could see how video advertising was different.
Sampling over 2 million US consumers, along with extended virtual tracking from January 1, 2020 to March 31, 2022, it revealed that online video ad spend increased 30% quarterly from Q4 2021. While video ad spend based solely on YouTube increased 57% to a total of $482 million.
Separately, it showed that video spend without YouTube spend was down 56% quarter-on-quarter to $63 million. Advertiser spending on YouTube and other online video increased 31% quarter-on-quarter from the fourth quarter of 2021.
According to the report, online video ad spend in 2021 grew 42% year over year (YoY) from 2020 to more than $14.8 billion. The number of advertisers using online video increased in Q1 2022 by 21% qoq, while the number of advertisers buying online video only from YouTube increased 55% in Q1 2022 to more than 9,000 Business.
Another important point the consultancy found is that non-YouTube video platforms are heavily weighted towards shorter ads lasting 30 seconds or less, 98%.
