Watch any YouTube videos last month? Chances are you may have run across a video advertisement for Paramount's recent film Hot Tub Time Machine 2. Captalizing off the success of the first installment, the sequel was the number one video advertiser by impression volume during the month of February knocking a tech giant off the top spot from the month prior.
See the film's strategy and that of the top five video advertisers below using our data covering over 25K brand advertisers' media buys across desktop, mobile, video (including YouTube video advertising and Hulu advertising), tablet & native ad data.
Click here to download the month's top advertisers across desktop, mobile and video including direct buys.
February's Top Video Advertisers
No surprise that youtube.com was the top site for the film to target. Releasing 44 unique creatives during the month, 100% of ad impressions were purchased directly from publishers. Other top sites included espn.go.com, wwe.com and twitter.com.
Maintaining the number two position of the top video advertisers, the telecomm giant released 43 unique creatives during the month of February. Touting new phone releases and wearables for sweet Vday surprises along with special contracts for two phone lines, 54% of Verizon's ad impressions were purchased directly. Espn.go.com was the top direct site followed by youtube.com. Xfinity.comcast.com was the top indirect site (via Adap.TV).3. Macy's
President's Day plus undoubtably one of the most popular days for lovers to pop the question (aka Valentine's Day) was a perfect storm to catapult Macy's into the top rankings. Sales galore followed by dreamy creatives illustrating Martha Stewart's new wedding registry items dominated the 55 unique creatives released during the month. 97% of Macy's total ad impressions were purchased througth AOL's Ad Network (Advertising.com). As you might expect, aol.com was the top site for the mega retailer followed by centurylink.net and start.new.toshiba.com.
The recently ramped up Adobe Marketing Cloud was the focal point of Adobe's advertising campaigns, including 18 unique creatives, during the month of February. Going almost entirely direct to publisher (98% of total impressions purchased), the top 3 sites targeted were nbcnews.com, cnbc.com and fastcompany.com.
Geico released the most unique creatives of the top five during the month of February - a grand total of 86. 70% of ad impressions were purchased direct from publishsers such as cnn.com, espn.go.com and screen.yahoo.com.
February's Top Direct Video Advertisers
1. Hot Tub Time Machine 2 Movie (Paramount)
2. Adobe Systems
4. NBC Universal Television (nbc.com)
**Sites per day is based on the top 4000 sites ranked by monthly page view.
FEBRUARY TOP ADVERTISERS
- See the top digital advertisers across desktop, mobile, and video.
- Top direct advertisers included - see which brands are purchasing impressions direct from publishers.
- Find out the top advertising categories across devices.
An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.