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YouTube ad spends around $482 million during the first quarter of 2022, leading to more than 9000 companies advertising on YouTube videos according to MediaRadar

Digital advertising is at its peak and no wonder YouTube ad spending has surpassed non-YouTube platforms with over $5.5 billion in 2022 as compared to last year’s statistics with $4.2 billion. This year in 2022, YouTube spends fifty-seven percent more on video ads, exceeding $307 million to $482 million in the first quarter.

MediaRadar conducted an analysis based on the data collected from 2 million American consumers, including pre-roll to post-roll advertisements. The study only considered data from YouTube and related websites excluding streaming video websites and social media platforms. Technically, media radar panelists want to look at how YouTube ad campaigns stack up against other social media platforms striving to sell ads outside. Because if they put Meta and Twitter in their study, it usurps and looks like a fight among tech giant companies.

Let’s dig into the facts of how YouTube ad flexibility affects the duration of ads. Usually, non-video platforms display shorter ads with only half a minute or less. On a similar note, YouTube also prefers advertisements with less time, as per MediaRadar, YouTube had 11 percent of ads run in the duration of thirty seconds to one minute, and 6 percent of platform ads ran more than a minute. The reason why there is a diversity in YouTube ad durations is hidden in YouTube’s company which allows more flexibility for the companies. While other platforms may not have a backup technology that permits the running of ads with a longer duration.

Moreover, YouTube brings advertisers and marketers to its platform by offering them minimal restrictions. Comcast's FreeWheel has added automated video ad insertion on YouTube and their collaboration with YouTube is offering enhanced customer workflows. MediaRadar found most ads from other online video websites ( Yahoo, CNN, ESPN) were 97 percent pre-roll, meaning ads that play before the video starts. However, YouTube displayed 30 percent pre-roll, 28 percent mid-roll, and 42 percent ads that run at the end of the video. MediaRadar CEO Todd Krizelman noted marketers can achieve handsome ad revenue only when people watch their ads. So, the percentage doesn’t consider post-roll ads that were not seen by the viewer.

In addition to it, MediaRadar’s analysis shows online video investment has reached 55 percent, and more advertisers are looking forward to investing in digital video ads with 21 percent in Q1, to 15,500. More companies are investing in both traditional websites and YouTube and it has surpassed Q4 2021, with 42 percent.
H/T: TVTechnology

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