Exploring the Possibilities of Pre-Rolls
Almost 47% of older adults ages 70 and up use their smartphones for social media access, according to our most recent white paper on seniors and technology use. Which social media platforms are most used among the senior age group, though?
As we shared in a previous blog focusing on seniors and social media, Facebook is certainly among the top social media sites, but the number one answer might surprise you – it’s YouTube, with 37% of senior citizens using this social network frequently and 48% using it infrequently.
How can you use this to your benefit? For one of our client-partners, a community group in Nebraska, the answer is simply being present on the platform where more and more seniors are frequenting by showing advertisements ahead of the YouTube videos seniors are viewing.
With an aim to promote home health to the adult child as well as residents of surrounding communities, SageAge implemented a pre-roll campaign on YouTube.
After evaluating the pre-roll campaign, our client-partner has seen the following results:
- 67.72% view-through rate
- 75.8% average completion rate
- 0.22% click-through rate
This view-through rate, when calculated against the volume, indicates 41,727 individuals watched the videos to the end. Additionally, 201 individuals clicked to view the website when calculated against this volume.
Industry video completion percentage has been steadily increasing yearly. In 2019, it averaged 80% to 96%, depending on the device. This campaign was slightly below the industry average, but this was to be expected as it’s a new campaign. Connected TV historically has had the highest view-through rate, which is an avenue that should be considered if available.
In contrast to video completion percentage, the click-through rates in the industry have declined year over year. This is currently down to .16%, so this campaign was over-performing in click-through, with final results pending.
Let Us Increase Your Viewership and Brand Awareness
As seniors use social media more, it’s important to make sure you’re effectively sharing your offerings and services, providing those who may need support with a front-row view of how you can help.
Are you ready to make yourself seen? Contact us today.
SageAge: Here for You, Always
At SageAge, our marketing team excels at helping senior living communities target prospective residents and gather essential information through surveys, focus groups and other tools that will generate qualified leads that will help you continue to grow and maintain your occupancy rates.
If you need assistance in any areas of marketing and integrated growth strategy to improve your business results, we invite you to contact us today to learn more about our proven strategies that have transformed other senior living communities like yours.
SageAge is a multiple award-winning strategic growth, marketing and consulting organization that operates exclusively in the unique senior living marketplace. For more information, please call or email Melinda Schmitz at 816.349.0464/[email protected]. You can also visit us on our website at www.sageage.com.
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