Video accounts for a large portion of the advertising spend of major national advertisers, with marketers contending that video has higher conversion rates than other content.
When it comes to video, advertisers are still turning to social media platforms, with Pixability’s State of Digital Advertising Report revealing that the majority of agencies run campaigns on
Pixability analyzed data from campaigns that ran on YouTube, Facebook, Instagram, Amazon Fire TV, and other connected television channels through their PixabilityONE platform.
From this analysis, Pixability found that Facebook delivers the best click-through rates (CTR) at an average of 1.15%, followed by Instagram (0.47%) and YouTube (0.11%).
One notable finding from the report is that older consumers are more apt to click on video ads than younger consumers. Indeed, the average CTR for consumers 65 years and older on Facebook and Instagram is 3.42% and 1.8%, respectively.
Meanwhile, those consumers between 55-64-years-old have an average CTR of 2.38% on Facebook and 1.73% on Instagram. This is far higher than the comparable CTR rates for the youngest group of adults (18-24-year-olds), which averaged 1.05% on Facebook and 0.46% on Instagram. Read the rest at Marketing Charts.