Multiscreen Video Ad Campaigns the Norm in Australia

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Australia’s digital video advertisers are running mostly multiscreen campaigns, according to data from Videology. Nearly seven in 10 campaigns on the platform include desktop and mobile ads.

Australia’s biggest digital video advertisers are consumer goods firms. According to Videology, 28.6% of digital video ad impressions served on its platform in Q1 2015 were for consumer goods, followed by automotive ads, with 22.1% of impressions.

Videology reported that viewthrough rates were the top campaign objective among its video advertisers. According to data from DoubleClick, 73.2% of video ads served on that network in March 2015 that users started viewing were viewed to completion. That was higher than in most other countries studied.

According to Q4 2014 data from Nielsen, OzTAM and Regional TAM, consumers in Australia spent an average of 7 hours, 28 minutes watching online video on desktop or laptop PCs each month, another 2 hours, 47 minutes watching smartphone video monthly and 2 hours, 3 minutes watching digital video on tablets. Younger consumers watched more video on all of these devices than their older counterparts.

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