The online video ad spending for YouTube increased by 57% from Q4 2021 to Q1 2022.
YouTube captured nearly half a billion dollars ($482m) of the $5.5bn spent on online video ads in Q1 2022, according to a report by ad intelligence and sales platform MediaRadar.
MediaRadar produced the analysis of where advertisers are spending their online video ad dollars based on a large sampling of online video advertising from traditional websites and YouTube.
The data includes pre-roll, mid-roll and post-roll ads and was collected from a panel of more than 2m US consumers along with expanded virtual tracking from January 1, 2020, to March 31, 2022, was included in the analysis.
The study revealed online video ad spending increased 30% quarter-on-quarter (QoQ) from Q4 2021. Video ad spending solely YouTube-based increased 57% QoQ to a total $482m. Video spend without YouTube spend was down 56% QoQ to $63m. Advertisers spending with YouTube and other online video increased 31% QoQ from Q4 2021.
Online video ad investment in 2021, grew 42% year-on-year (YoY) from 2020 to over $14.8bn. The number of advertisers using online video increased in Q1 2022 by 21% QoQ while the number of advertisers only buying YouTube’s online video increased by 55% QoQ Q1 2022 to over 9,000 companies.
Companies advertising on both non-YouTube and YouTube increased as well 42% QoQ last quarter (nearly 4,000) from Q4 2021. However, the number of advertisers that bought only non-YouTube video platforms decreased by 45% QoQ in Q1 2022 compared with Q4 2021.
In terms of the issues of ad duration, non-YouTube video platforms are leaning heavily into shorter ads that are 30 seconds and less. Those ads accounted for 98% of the ad load.
YouTube also runs ads that are 30 seconds and less – 83%. However, the platform also had 11% of the ads from 31 to 60 seconds. There were 6% of ads longer than 60 seconds.
Other video platforms rely heavily on pre-roll ad placement (97%) and that same strategy found in 2021. However, in Q1 2022 there’s a shift with adding a small amount of post-roll ads. (Full 2021: pre-roll (98%), mid-roll (2%)).
YouTube saw post-roll receive the largest percentage of ads in Q1 2022 at 42%. Pre-roll followed at 30% and the remaining 28% were mid-roll ads.
