Lowering the Walls Between the Gardens

At Pixability, we’re often asked by clients about the challenges and considerations of video campaigns across walled gardens. One common question is how audience demographics and behavior differ across YouTube, Facebook, Instagram, and Twitter.
Our extensive analysis has revealed key insights which should be taken into consideration by advertisers and agencies during the campaign planning process.
Demographics: Impressions and View Rates
Walled gardens offer an opportunity for broad reach across age segments, but each segment has unique viewing habits, which impacts campaign results. Pixability’s analysis shows that, across walled gardens, view rate is highest amongst the 35-44 segment — and although the 18-24 segment is served the most impressions, they typically deliver the lowest view rate.

Audience Behavior and Campaign Strategy Across Platforms
Consumers turn to specific platforms at different times of the day. While video views on Facebook remain relatively constant, views on YouTube spike in the afternoon and at night. Twitter video views rise during the evening commute, and Instagram videos are most often viewed at the end of the workday. Advertisers can drive smarter campaigns by optimizing to make the most of these viewership peaks.

The Bottom Line:
Viewed holistically, walled gardens offer advertisers the ability to target audiences with precision, making premium platforms a critical component of any media mix. Understanding the differences in audiences across the platforms — such as viewing habits across age segments and platform timing — empowers advertisers to deliver the highest performing campaigns.
For more insights on how advertisers can make the most of walled gardens, download Pixability’s guide to Video Advertising on Walled Gardens.