Females Far More Difficult to Reach with Online Video Ads
AUSTIN, Texas - Q1Media, an advertising technology and media company, released an analysis it conducted to better understand certain characteristics of male and female consumers of Internet video content. Using May 2013 demographic and online usage data from comScore Video Metrix, Q1Media determined that significant gaps exist along gender lines when it comes to viewing mainstream online video content.
“Given that US Internet usage has been documented to be even between females and males since 2008, this underrepresentation of females when it comes to viewing video content online definitely stands out”
Key findings based on analysis of the data were:
- Females watch half as many videos per month as males do. Specifically, the data showed males watch 300 videos per viewer per month versus 149 per viewer for women.
- Males watch an average of 33% more videos per month than the average internet user.
- Females 35-54 watch 1/3 as many videos per month as Males 18-34.
- Females watch an average of 1/3 fewer videos per month than the average internet user.
“Given that US Internet usage has been documented to be even between females and males since 2008, this underrepresentation of females when it comes to viewing video content online definitely stands out,” stated Phil Banfield, CEO, Q1Media. Other data appears to back up the lower viewing rates among females. comScore’sOnline Video: A Statistical Review, February, 2013 revealed that while females are equally likely to watch online video as their male counterparts, males watch 1.8 times as many online videos as females.
Online video content available on sites like VEVO and YouTube has traditionally served as the primary vehicle for delivering video advertisements, through the use of pre-roll ad units. This study indicates that females may be far more elusive to reach for advertisers who exclusively use pre-roll units on video sites whose audience skews primarily male.
“Women age 18-54 are a demographic segment advertisers will continue to have trouble reaching with pre-roll. To better connect with this valuable audience, brands must look beyond male-dominated “video sites” and focus on new opportunities to reach females with video ad units like our vSlider,” said Banfield. The vSlider is a high performing video ad unit that runs on standard content sites, many of which attract large female audiences.
Q1Media analyzed comScore Video Metrix data for May 2013. Specifically, the research focused on male and female Internet users between the ages of 18 to 54. The analysis compared total minutes of online videos watched and how many unduplicated videos males and females viewed. Data was broken down by age segments as well (18-24, 18-34, 25-34 and 35-54).
For more information, go to www.q1media.com/videogendergap.
Q1Media, Inc. is an advertising technology and media company formed by the 2013 merger of Q1Media, a market leader in delivering online display advertising with a reach of over 150 million monthly unique visitors, and AdExcite, a provider of innovative video advertising platforms. In April 2013, comScore’s Video Metrix reported that the Q1Media-AdExcite Video Platform ranked #4 based on monthly unique viewers among all major video advertising networks. April’s comScore report also placed Q1Media as ranking #1 among comScore’s large-scale INDEX networks for females and males ages 18-34 and households with incomes of $75,000 or more and $100,000 or more. Q1Media, Inc. serves ad agencies, agency trading desks, major brands and web publishers, delivering efficiency and value to the programmatic buying and selling of display, video and mobile device advertising. For sales inquiries, visit www.q1media.com or www.adexcite.com.