Slightly fewer than 1 in 8 online video ads in the US were targeted towards the 65+ crowd during Q3, according to Videology’s latest quarterly report on its platform’s activity. Interestingly, among the various age groups, this demo proved the most likely to click on a video ad, with an index of 103.3, slightly above the index score for 18-24-year-olds (102.1). Even on what some argue to be a more important metric – video completion rates – the older group held up well.
With a view completion rate index of 100.6, the 65+ crowd tied with the 55-64 group and kept pace with 18-24-year-olds (100.7).
A plurality 23% of ads targeted the 45-54 audience, although these viewers proved the least likely on average to click on an ad (index of 97.8), while being right on average in terms of completion rates. The next-most targeted demo, 35-44-year-olds (22% share of ads) were slightly more likely to click on an ad (index of 100.7) but less likely to complete one (99.1). Read the rest at MarketingCharts.
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