New Videology Knowledge Lab Examines Measurement’s Key Role in the Converged TV & Video Advertising Space

Industry-Education Report Outlines the Uses, Challenges and Evolution of TV and Video Ad Measurement

 

NEW YORK, October 4, 2017 – Videology, a leading software provider for converged TV and video advertising solutions, today released the latest installment of its educational 'Knowledge Labs' series. In this latest installment, Videology examines the various ways that measurement – one of the most important elements of advertising campaigns – is being used in the converged TV and video advertising space. This report examines everything marketers need to know when it comes to TV and video advertising measurement.

In addition to this, the Knowledge Lab explores the evolution of measurement in both TV and digital video, including a detailed timeline of the path of TV measurement, the path of digital video measurement, and where the two intersect. The lab found that that the convergence between TV measurement and digital video measurement occurred in the early 2000’s.

To help advertisers navigate the often-complex world of measurement, the Knowledge Lab also provides a detailed look at measurement opportunities that are available in TV and video today including brand, action, sales and audience verification studies.  

“The reason all marketers advertise is to drive a given set of results, and accurate measurement is the only way to understand if those results are achieved,” said Aleck Schleider, SVP of Client and Data Strategy, Videology. “Fortunately, advances in measurement have accelerated in the past few years. We are approaching the Holy Grail where exposure to TV and video advertising can be tied directly to a variety of brand and business metrics. It’s important—and challenging—for advertisers to fully understand these fast-moving metrics in order to drive the greatest ROI from their advertising. We wrote this Knowledge Lab with that goal in mind.”

When determining the accuracy of a TV or video ad campaign, the lab shares that there are several challenges that advertisers may run into, including:

  • Finding a Consistent Method for Defining Success Across Screens: There is a notable variance between measuring the offline and online worlds; as such, advertisers must take this into account and use a common currency to define success so results can be compared in a fair way.
  • Ensuring Sufficient Scale: Advertisers must ensure that they have sufficient scale to obtain statistically relevant results, especially with online video, where scale can be more constrained than TV.
  • Timing: Timing can pose as a challenge when trying to ascertain measurement, as adding measurement to a campaign can add weeks or even months to understanding how well it performed against a specific objective.

Despite these challenges, the lab contends that as TV continues to become more digitized, and measurement opportunities continue to increase, cross-screen results will become more mainstream and more fluid. In the meantime, opportunities abound for advertisers looking for accurate, scalable measurement across devices.

Read Videology's full Knowledge Lab on TV and video ad measurement here. To brush up on your ad tech education, read past Knowledge Labs here.

 

About Videology Knowledge Labs:
Videology Knowledge Labs are published on a monthly basis. Through straightforward overviews, Videology Knowledge Labs provide definitions, data, and explanations of complicated subjects, to bring simplicity and clarity to an otherwise complicated industry. Knowledge Labs are part of the company's broader 'Videology Labs' initiative, which was announced in March of 2016. The homepage for Videology Knowledge Lab is here: http://www.videologygroup.com/labs.

 

About Videology:
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.

Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.

 

Media Contact:

Zinnia Gill
Communications Lead, Videology
zgill@videologygroup.com
(845) 807-2799

Videology Saves Advertisers Billions of Dollars Using White Ops, Blocking Over 500 Billion Bot Requests in Past Three Years

First-to-Market Integration with White Ops Pre-Bid Prevention on Video Platform Sees Increased Adoption by Advertisers and Media Companies Through Private Marketplaces

Blocked Bot Requests on Track to Top 1 Trillion by Q1 2018

 

NEW YORK, September 14, 2017 – Videology, a leading software provider for converged TV and video advertising, today announced that the company has blocked about 550 billion fraudulent bot requests – and is increasing steadily – through its advertising platform since integrating with White Ops’ pre-bid prevention in Q1 2015. Videology estimates that delivering ads to those 550 billion bot requests could have resulted in nearly $10 billion in fraudulent ad spend going to organizations perpetrating non-human interactions on advertising placements over the last three years. The company is on track to block nearly a trillion bot requests by early 2018. 

This dramatic increase is due in part to increased usage of Videology’s pre-bid bot prevention capabilities by the demand side, as well as the growing adoption by suppliers across their entire video portfolios. Additionally, Videology has seen an increase in private marketplace (PMP) transactions between some of the largest global media agencies, advertisers, and major media companies, who now routinely use pre-bid prevention. In general, PMP relationships match top tier demand partners with top tier suppliers, so the commitment to quality is highly valued.

While the White Ops integration blocks bots on the impression level, cumulative insights collected over time allow Videology to identify and eliminate known sources of high bot traffic, improving the overall quality of media within the platform. As such, Videology saw an average block rate of 17%, since 2015, and this continues to steadily decline month-over-month.

“Three years ago, Videology implemented White Ops for pre-bid fraud prevention in the video advertising ecosystem. This allowed us to take a proactive, definitive stance against fraud early on. It was a bold step, and initially clients did see an impact on both scale and price in comparison to our competitors because it costs more to serve ads to real people on premium inventory. We knew, however, that it had to be done, and advertisers who cared about driving real results appreciated our efforts – and still do,” said Scott Ferber, CEO and Founder, Videology.

“Videology recognized very early on that invalid traffic and bot fraud were particularly rampant in video, where high CPMs and a complex value chain provide a perfect haven for cybercriminals to swarm in. As the first video platform to adopt White Ops, Videology’s brilliant foresight and commitment continues to create a significant impact on their customers. Fighting ad fraud is a ‘long game,’ and the results from Videology show that fraud prevention brings meaningful benefits to the entire ad ecosystem,” said Sandeep Swadia, CEO of White Ops.

Videology's platform offers real-time non-human activity detection and prevention through a direct integration with White Ops’ pre-bid prevention. The solution can be leveraged on any campaign, on any device, run through the Videology platform. The integration provides Videology platform buyers with the capability to ensure media quality throughout the lifecycle of a campaign, blocking non-human activity while optimizing for a campaign’s key objectives.

 

About Videology:
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.

Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.

 

About White Ops:  
White Ops protects the Internet from automated threats: threats such as ad fraud and account takeovers conducted by malicious bots. The biggest and smartest Internet companies in the world rely on White Ops to detect and prevent automated threats that cause billions in damages annually. The company's Human Verification technology prevents automated threats by combating their root cause: the malicious software behind bots, ad fraud, and app fraud.  Even when bots use sophisticated techniques like exploiting real people’s devices, compromising human identity, or simulating human behavior, White Ops stops these bots with precision and reliability. To learn more, visit www.whiteops.com.

 

 

Media Contact:

Zinnia Gill
Communications Lead, Videology
zgill@videologygroup.com
(845) 807-2799

Videology Q2 2017 Report Finds Advanced TV Ad Spending Grew 150% Quarter Over Quarter

TV Convergence Gains Momentum as Cross-Screen Planning across Linear TV, Connected TV and Digital Video Continues to Grow

 

NEW YORK – July 27, 2017 –  Videology – a leading software provider for converged TV and video advertising—today released its Q2 2017 U.S. TV & Video At-A-Glance report. According to the report, spending on linear TV campaigns in the Videology platform using advanced data grew 150% quarter over quarter from Q1 2017 to Q2 2017.

Videology continues to see an increasing number of advertisers using their own first-party data for targeting. So far in 2017, impressions on the Videology platform using first-party data have grown 50% since 2016, and more than tripled when compared to 2015. For Advanced TV in particular, 25% of campaigns have utilized advertisers’ own first-party data over the past six months.

The report also found that the number of Connected TV (CTV) ad requests have grown exponentially over the last three years. In fact, when comparing H1 2015 to H1 2017, Videology saw a 300% increase in the number of ad requests for CTV. So far in 2017, the number of advertisers running a campaign exclusively on CTV is 21% higher than those who did so in all of last year.

Furthermore, 93% of campaigns utilized some type of cross-screen approach, and over half of all digital video campaigns included a CTV component.

“We are seeing clear movement this year in advertisers’ use of advanced TV campaigns, as well as greater interest in tying data sets across devices. Quantitatively, this is reflected within our platform,” said Scott Ferber, Founder and CEO, Videology. “Our vision of a converged TV and digital video world where planning and buying flows seamlessly across screens has progressed from an evolving concept, to the reality of today’s TV advertising ecosystem.”

Highlights of Videology’s Q2 report include the following key findings:

  • Most advertisers bought campaigns on a TV-like guaranteed basis.
  • Among all digital video campaigns, the top targeting criteria included geographic targeting (86%), followed by behavioral targeting (63%). Other targeting criteria included skippability, frequency caps and postal codes.
  • Similar to the prior quarter, the majority of digital video campaigns were optimized toward view-through rate (VTR) at 60%. Viewable rate was the second most used objective at 41%.
  • 53% of advertisers used viewability in conjunction with another campaign objective.

Additional details and the full report, "Videology's Q2 2017 U.S. TV & Video Market At-A-Glance," can be found here.

 

About Videology:

Videology is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.

Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.

 

Media Contact:
Zinnia Gill
Communications Lead, Videology
zgill@videologroup.com
(845) 807-2799

Videology Releases 'Knowledge Lab' on Best Practices in Using First-Party Data

Originally Published on PR NEwswire

Report Shows Advertisers' Use of First-Party Data More Than Doubled in Past 18 months

NEW YORK, July 20, 2017 /PRNewswire/ -- Videology, a leading software provider for converged TV and video advertising solutions, today released the latest installment of its educational 'Knowledge Labs' series. In this latest installment, Videology explores the rapidly expanding sector of first-party ad data and how marketers are successfully employing it in their TV and video strategies.

The lab shows that the percentage of campaigns utilizing first-party data segments in the Videology platform has increased from 5% in 2015, to 11% in 2017 year to date.

First-party data is information collected by a company about their customers or website visitors. As the lab explains, this information can provide a myriad of opportunities for digital marketers looking to reach customers and prospects with targeted, tailored messaging. The piece also explores both the benefits and challenges of using first-party data, advertisers' perceptions about using it, as well as creative ways to apply it.

For this Knowledge Lab, Videology worked with Advertiser Perceptions to survey advertisers and marketers on how they work with first-party data. Key findings from this new study (Ad Perceptions, July 2017) revealed the following:

Advertisers are Embracing First-Party Data

  • 69% of digital advertisers say they use their first-party data for media planning or buying, while 61% say they use it to develop insights about their customers, and about half use it to maintain customer relationships.
  • All of the respondents surveyed are using first-party data most often to retarget existing customers, however, more than half are also using it to measure the effectiveness of a media campaign or to tailor messaging based on past behaviors.

While Advertisers are Using First-Party Data, Challenges Exist

  • The biggest challenge advertisers and marketers face when using first-party data is ensuring its accuracy, and finding a way to apply it consistently across screens or media properties. 
  • Of those surveyed, nearly 30% of respondents say it is difficult to activate first-party data.

"Utilizing first-party data in digital video planning has been in practice for quite some time, however, through new advances marketers are now able to use first-party data for TV planning as well," said Aleck Schleider, SVP, Client & Data Strategy, Videology. "Advertisers using Videology's platform to activate against their data are seeing strong results across the board, which is driving the increased usage and expanded applications. In fact, I think we've only scratched the surface in terms of first-party data activation, and I believe it will become a core part of most TV and video advertisers' overall data strategies moving forward."

Read Videology's full Knowledge Lab on first-party data here.

 

About Videology Knowledge Labs:
Videology Knowledge Labs are published on a monthly basis. Through straightforward overviews, Videology Knowledge Labs provide definitions, data, and explanations of complicated subjects, to bring simplicity and clarity to an otherwise complicated industry. Knowledge Labs are part of the company's broader 'Videology Labs' initiative, which was announced in March of 2016. The homepage for Videology Knowledge Lab is here: http://www.videologygroup.com/labs.

About Videology:
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.

Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.

 

Media Contact:
Zinnia Gill
Communications Lead, Videology
zgill@videologygroup.com 
(845) 807-2799

Univision Selects Videology to Develop a Multi-Platform Advertising Portfolio for its Passion-Driven Programming

Univision has selected Videology to develop a more comprehensive multi-platform advertising portfolio for its passion-driven programming.

Click to get Videology insights delivered to your inbox
© Videology, Inc. All rights reserved Member of or accredited by: