TidalTV Study Puts Emphasis on Click Through Rates
TidalTV, an online video advertising company, has released a study asserting that examining click through rates is essential when evaluating an online video advertising campaign. The goal is to help advertisers better judge campaign performance.
Click through rates (CTRs) can vary by age, content, daypart, day of the week, and geography, so there isn't one set rate that advertisers can judge against. Evaluating a CTR means looking at a variety of factors.
The study examined 10 different sectors and found that CTRs were highest in the financial category, with rates 15 percent above the average. Next came the home improvement and entertainment sectors. The study found a range of 45 percentage points between the best and worst performing sectors.
Gender wasn't much of a variable, the study found, as CTRs were nearly identical for men and women. Age, however, was more fluid, with both the youngest and highest age ranges showing stronger CTRs.
Another strong variable was context. What type of page the video ad is shown on has a strong impact on CTRs. The top genres for CTRs, in order, were health, community, men's lifestyle, technology, food, portal, gaming, and entertainment
"This study quantifies within the online video space what we have known about overall digital metrics for some time: all CTRs are not created equal. When norms are applied to CTR performance evaluations, better decisions will ultimately result in greater campaign success," says Kevin Haley, chief scientist for TidalTV.
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16 Feb 2010