Source: Videology [pdf]
Notes: Older viewers were more likely to click on video ads than their younger counterparts in Q1, per a Videology report on platform activity. The 65+ crowd’s CTR was 15% higher than average, with the 55-64 bracket also sporting a slightly above-average CTR. Separately, the study notes that 91% of advertisers bought video ads based on a guaranteed CPM and 35% of campaigns utilized some type of 3rd-party audience verification. Meanwhile, 70% of ads used “advanced” targeting, up from 30% in the year-earlier period.
About the Data: The data is based on total impressions served in US (2,376,467,748), January-March 2014.