На видеорекламу приходится 5% бюджетов в интернете

В 2018 году на онлайн-видеорекламу пришлось порядка 5% от бюджетов в интернете, сообщается в исследовании Mediascope со ссылкой на данные IMHO. Об этом компания рассказала в рамках конференции CSTB Telecom&Media. Затраты на этот сегмент выросли на 20% — до 10 млрд руб. без учета НДС. В 2017 году рекламодатели потратили на видеорекламу 8,3 млрд руб.

Онлайн-видеорекламу (in-stream видеореклама на всех сайтах на десктопах, Россия 100+, 12–64 лет) в 2018 году размещали около 4,4 тыс. рекламодателей, из которых 2,8 тыс. — новые, рассказали AdIndex в пресс-службе Mediascope. Доля новых рекламодателей во всем объеме инвентаря по итогам прошлого года составила 6%. В 2017 году видеорекламу в интернете размещало всего 3,7 тыс. рекламодателей.

Количество показов видеорекламы в 2018 году выросло на 30% по сравнению с 2017 годом. Сильнее всего выросла категория ритейлеров (на 98%), финансов (86%) и игр (65%). Фарма стала единственным сегментом, где число показов за 2018 год снизилось (на 16%). Основной рост произошел за счет тех рекламодателей, которые размещались как в 2017 году, так и в 2018 году — всего таких было 1,6 тыс. Более половины из них увеличили объемы своих размещений, добавили в пресс-службе.

FMCG остается крупнейшим сегментом по доле просмотров (23%), за ним идут категории ритейла и финансов (по 10%). На телеком приходится 8% просмотров, на категорию игр — 7%.

При этом уже 29% аудитории смотрят видео только с мобильных устройств. Только с десктопов видеоконтент потребляют 27% аудитории. Около 44% используют для этого и десктоп, и мобильные устройства. В целом средний пользователь рунета тратит 13 дней в месяц на просмотр видео и видит 26 контентных роликов в день.

Виктор Загоренко

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