In the recently released second quarter edition of our quarterly Video Market At-A-Glance infographic for the U.S., there were plenty of stats that stood out. But the most eye-popping figure from Q2, in my opinion, was that the number of campaigns using TV data to help plan and execute digital video campaigns nearly doubled in just one quarter, growing 91%.
We’ve known for some time now that cross-device digital video planning has been skyrocketing (70% of campaigns ran on more than one screen in Q2 2015 vs. 22% in Q2 2014), but this increase tells us that advertisers are truly beginning to accept convergence, using data to connect with their consumers across ALL screens – including TV.
The rise in advertisers complementing their TV campaigns with digital video (and vice-versa) paints a clear picture that advertisers are embracing the consumer-led evolution of cross-device consumption.
So how are advertisers using our platform to implement TV data in their campaigns?
- Nearly a quarter of all campaigns using TV data running through our platform in Q2 created their own custom data segments. Brands can create custom data segments to determine, for example, which consumers were not exposed, lightly exposed and heavily exposed to their TV campaigns in order to target those consumers on digital. Normally the objective here is to increase unduplicated reach or increase frequency among those who’ve seen the TV ad. Other examples may include creating custom segments to target consumers who viewed competitor TV ads or using the data to target consumers who watch similar shows that the brand advertises with on TV.
- The more common tactic is to use existing – or syndicated – data segments (that are constantly being refreshed) to target audiences who share similar interests with the brand’s consumers. In Q2 2015, the five most commonly used syndicated viewing segments in our platform were Sports Show Viewers, Political Show Viewers, News Show Viewers, Primetime Show Viewers, and interestingly, Adults Exposed to Children’s Programming.
As advertisers continue to see the benefits of planning TV and digital video together in a complementary fashion, we fully expect to see these numbers climb.
For many, many more interesting stats around how advertisers utilized our software in the second quarter, check out the full infographic below, or download it here.