In the first quarter of 2013, advertisers in the fast-moving consumer goods (FMCG) sector outstripped entertainment in terms of online video spend, taking a 26.1% slice of the market.
The report from audience platform Videology, provided exclusively to The Drum, compares performances based on some 553.2 million video impressions in the country in the January-March period, compared to the 465 million impressions monitored three months earlier.
In just three months, FMCG advertisers fostered their impressions on the platform by 66%, leaving the entertainment market with a share of just 17.2%. Next came advertisers in the retail industry, with a 8.7% share, followed by financial services providers and automotive firms with 8.4% each.
The spike in FMCG online video spend matches the strong demand for certain product categories in the days before Easter, such as health and confectionary items. Kristian Claxton, senior engagement manager at Videology, said that the FMCG sector is also boldly embracing non-demographic-based advertising approaches alongside their traditional targeting for typical TV and online video advertising. In the period under review, non-demographic audience advertising jumped by 65% in a year and now represents some 30% of the sector’s video ad targeting. Brands’ increasing confidence in granular targeting is partially driven by the rising engagement rates resulting from the use of this approach across the Videology platforms, Claxton explained.
Still, demographic targeting holds the lion’s share of all sectors’ advertising spend, accounting for 63% of the total impressions in the first three months of the year.