New Report from Videology Shows that Nearly 90% of Video Ad Campaigns Ran Across Multiple Screens in Q4 2017

Multi-screen campaigns grew nearly 30% from last quarter, fueled in part by the rise of Connected TV

Toronto, February 9, 2017 – Videology – a leading software provider for converged TV and video advertising – today released its “Q4 2017 Canada Video Market At-A-Glance” report. The report found that 87% of campaigns in the Videology platform ran on multiple screens, including PC, Mobile and Connected TV. This was a 30% increase compared to the previous quarter, when 68% of campaigns ran on multiple screens.

“Canadians today are consuming more video content on more screens than ever before,” said Mark McKee, EVP, Marketing & Sales, North America, Videology. “Advertisers are realizing they must take a multi-screen approach in order to reach their audience – and it’s not just about PC and Mobile anymore; Connected TV is emerging as a powerful way to reach consumers in a TV-like environment using the data and targeting usually associated with online channels.”

The use of first-party data in Q4 was also strong, with Health & Wellness, Home & Garden, and Finance brands most commonly leveraging their own data for targeting.

Similar to last quarter, many advertisers chose to use Predictive Demo targeting in order to better reach their age- and gender-based audience. The Q4 report found that when Predictive Demo Targeting was used, targeting accuracy increased by 27%.

The report also examined the most popular approaches to campaign targeting, and found that while 100% of advertisers used demo targeting in Q4, nearly half (45%) chose to use Behavioural targeting, 17% used Geo targeting, and 11% used Frequency Caps.

Additional key findings of the Q4 2017 Canada report include:

  • The top ad categories in the Videology platform this quarter were Consumer Goods, Health & Wellness, Automotive, Retail, and Finance.
  • Preferences in buying campaigns was mostly stable from the prior quarter, with 94% of campaigns being bought on a TV-like guaranteed CPM basis.
  • 66% of advertisers chose view-through rate as an objective, followed by viewable rate (34%); when Viewable Rate was used, it was usually chosen as a secondary objective.
  • 79% of ads in the platform were :15 seconds in length, while 21% were :30 seconds long.

Additional details and the full report, “Q4 2017 Canada 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.

 

For Canadian business inquiries, contact: canada@videologygroup.com.

 

Media Contact:

Michele Skettino: Michele@videologygroup.com

Videology’s Q4 2017 TV & Video Market Report Finds Connected TV Ad Requests Have Nearly Tripled Since 2015

Nearly 20% of linear TV campaigns in the Videology Platform employed an advertiser’s own first-party data for strategic targeting

 

NEW YORK – February 5, 2018 –  Videology – a leading software provider for converged TV and video advertising — today released its Q4 2017 U.S. TV & Video Market At-A-Glance report.

According to the report, since 2015 there has been a 175% increase in the amount of ad requests for Connected TV in the Videology platform.  Impressions have skyrocketed as well: the report found that the amount of impressions running exclusively on Connected TV grew 230% from last quarter.

Advertisers employed a range of targeting approaches for Connected TV, with the most popular segments being Shopping & Retail, Lifestyle, and Demo. For the first time, the report also looked at top devices targeted in Connected TV, and found that Roku devices were the most popular, followed by video game consoles (i.e. Xbox) and Amazon Fire TV.

According to the report, Advertisers were also increasingly committed to using their own first-party data.  In Q4 2017, 18% of TV campaigns on the Videology platform using digital targeting leveraged an Advertiser’s own first-party data. Additionally, over the course of the year, Videology saw 15x growth in the number of campaigns using their own first-party data for online video campaigns. The top advertiser categories using first-party data were Health & Wellness, Food & Drink, and Auto brands.

Looking back to 2015, the report revealed that the number of overall linear TV campaigns in the Videology platform grew 9x over the past two years. The top categories spending on Data-Enabled TV were Health & Wellness, Travel and CPG advertisers.

“Advanced TV is growing in all of its forms – from Data-Enabled to Connected TV,” said Mark McKee, EVP, North America. “In just the past two years, we have seen these categories explode, as more advertisers are seeing the benefit of bringing data to the entire marketing funnel for targeting, optimization and measurement across all screens where consumers are viewing content.”

Many advertisers in Q4 2017 chose to run their video campaigns across multiple screens: in fact, 97% of campaigns ran across multiple screens, with 60% of those containing a Connected TV component.

Advertisers also chose to use TV viewing segments in order to reach their audience on digital video. The most popular approach was to use their TV schedules to “fill in the gaps” and extend reach with digital video. Sports programming and News programming were also popular TV viewing segments.

Additional key findings of Videology’s Q3 report include the following:

  • Most digital video campaigns utilized Geo targeting during the quarter, followed by Behavioral Targeting and Skippability Status.
  • Nearly all advertisers bought digital video campaigns on a guaranteed CPM, which is a TV-like approach.
  • Half of the digital video campaigns in the quarter that ran with an objective chose View-Through Rate, while 27% selected Click-Through Rate and 22% chose Viewable Rate.

Additional details and the full report, "Videology's Q4 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:

Michele Skettino: Michele@videologygroup.com

 

Videology Offers Advertisers First-to-Market Capabilities to Measure Brand Results Across Digital Video and Connected TV

Videology’s “Impact Suite” offers tools to track lift across entire marketing funnel

Toronto, January 23, 2017— Videology—a leading software provider for converged TV and video advertising—today introduced its Impact Suite – a collection of video ad measurement studies designed to provide actionable advertising insights and measurement— to the Canadian market.

Videology launched the Impact Suite to help Canadian advertisers measure the true brand results, beyond media metrics, driven by their digital video campaigns, including the fast-growing channel of OTT/Connected TV.

“There is a growing desire to measure campaign performance against business outcomes. Video convergence and the ability to bring more data across all screens, including the TV screen, is driving this trend.” said Aleck Schleider, SVP, Client and Data Strategy, Videology. “Where there is data, there is the expectation of more precise measurement.  That’s what our Impact Suite is all about.  We allow marketers to quantify the impact of their video advertising on real results, whether their objective is a lift in awareness, or an increase in conversions, or something in between.”

Videology’s Impact Suite includes Brand Impact and Action Impact studies, each focused on results across the upper and lower marketing funnel, respectively. 

  • Brand Impact:  These measurement tools provide real-time, upper-funnel brand metrics to determine the the impact of digital video campaigns on different measures of brand health, including message recall, awareness, consideration, purchase intent and brand favorability. Brand Impact studies are available for desktop video, mobile video, and most recently, OTT/Connected TV. 

  • Action ImpactThese proprietary tools track lower-funnel brand metrics to measure and compare online behaviors—including site visitations, on-site searches or sales conversion—of viewers exposed to a video campaign relative to a control group of unexposed consumers.


For desktop campaigns, these online actions are determined via a Videology pixel placed on the advertiser’s website.  For campaigns run on mobile or CTV, Videology can link devices to determine if online actions were performed after exposure to a given advertisement.

 “We are particularly pleased to offer Impact tools for connected TV, as advertisers are eager to test  and measure this growing channel,” added Schleider. “We hope this helps to kickstart this potentially gamechanging new viewing platform.”

All of the studies in the Videology Impact Suite are immediately available. Advertisers and agencies in Canada can contact Canada@videologygroup.com for further details and campaign requirements.

 

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.

 

 

New Research from Videology & Advertiser Perceptions Shows That Optimism for TV Advertising Is Still High – And Optimism for Advanced TV is Highest

Nearly 1/3  of Advertisers plan to increase their Connected TV  and Addressable TV budgets in 2018 

New York, January 22, 2018— Videology—a leading software provider for converged TV and video advertising—today released the results of a new survey commissioned through Advertiser Perceptions on the state of Linear TV advertising.

The survey, based on over 300 interviews with advertisers and agency professionals, showed  optimism about the future of TV Advertising, including both traditional linear TV and the emerging platforms that use advanced TV data to reach strategic audiences.

According to the results, respondents are continuing to embrace traditional Linear TV: 67% plan to maintain spending budgets from 2017, and 12% plan to increase spend on Linear TV in 2018.

Screen Shot 2018-01-23 at 10.06.49 AM.png

The greatest TV growth was seen around Advanced TV options. According to the results, 29% of respondents plan to increase their advertising spend of Connected TV in 2018, while 65% said they earmark funds to maintain their current spend—suggesting satisfaction with performance to date. Only 6% planned to decrease their Connected TV spend in the year ahead.

Following a similar growth trend, 24% of respondents said they planned to increase their Addressable TV spend, while 67% planned to keep their spending on par with 2017. Additionally, 22% plan to increase their Data-Enabled TV spend, and 73% plan to maintain their 2017 spend levels. It should be noted that DETV uses the same inventory source as traditional Linear TV, but a different planning strategy.

In the case of both Connected TV and Addressable TV, respondents from agencies were more bullish on growth than their advertiser-direct counterparts: 38% of agency respondents said they plan to increase their Connected TV spending, and  32% plan to increase their Addressable TV spending. These findings suggest that agencies may be more informed about the latest opportunities available through Advanced TV, and/or are more willing to test new technologies with the potential of driving improved performance.

“Despite predictions about cord-cutters making linear TV advertising less relevant, we are seeing the opposite.  Advertisers are not eliminating screens, but rather trying to find the best mix of screens and data strategies that allow them to leverage the best of each,” said Scott Ferber, founder and CEO, Videology. “TV is still the ultimate channel for reach and awareness, and when TV advertising is brought to the next level with data and targeting, it’s unstoppable.”

Today, over half (51%) of advertisers and agencies say that traditional Linear TV is still “core” to their 2018 strategies. Many also consider advanced forms of TV advertising – specifically Connected TV and Addressable TV – integral to their 2018 strategies:

Screen Shot 2018-01-23 at 10.06.42 AM.png
  • 31% say Connected TV is “core to their strategy.”
  • 22% say Addressable TV is “core to their strategy.”
  • Another 39% and 43%, respectively, say that Connected TV and Addressable TV, though not considered “core” strategies, are currently being used.

The study also explored some difficulties facing TV advertisers and agencies today. When asked about the biggest challenges for their company or client in regard to TV and Video advertising, 51% of respondents cited consistent cross-screen measurement, while 44% said they were challenged with how to best leverage data. Revealing the need for greater education, over 1/3 said their biggest challenge was “Lack of clarity/understanding of what’s available and how to execute.”

As Advanced TV opportunities bring the power of digital advertising to TV, measurement is expected to follow suit. According to the study, over half (55%) of respondents predict that within the next three years, TV will be measured by the same performance metrics as digital.

Screen Shot 2018-01-23 at 10.06.57 AM.png

“The promise of digital, and the promise of data, has always been better measurement to drive better results,” added Ferber. “One of the most beneficial aspects of advanced data strategies is the ability to tie ad exposure to business outcomes. Bringing these capabilities to TV in a scalable way takes an already great medium, and makes it that much better.”

The study was conducted by Advertiser Perceptions in December 2017, and was based on interviews with over 300 Advertising and Agency decision-makers from among the top 200 Advertisers in the U.S.

 

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.

For more information, contact Michele Skettino at Michele@videologygroup.com.

 

About Advertiser Perceptions

Advertiser Perceptions is the global leader in data-driven business intelligence for the advertising industry. Our exclusive insights, practical advice and expert guidance produce solutions that deliver results and enable our clients to thrive in today’s complex and competitive advertising market. or more information about our services or to arrange a private briefing, please contact us at 212-626-6683 or info@AdvertiserPerceptions.com.

Videology Announces Linear Optimization Support for Fox Networks Group’s AIM

New York, November 16, 2017— Videology—a leading software provider for converged TV and video advertising—today announced its work with Fox Networks Group’s (FNG) Audience Insights Manager (AIM), an optimized linear solution that enables advertising partners to effectively target precision audiences across FNG’s television inventory. In addition to providing linear optimization services for AIM, Videology will also support FNG’s participation in OpenAP, a consortium FNG co-founded with Viacom and Turner to deliver cross-publisher targeting and independent posting for advanced audiences.

Beginning in 2017, as demand for Advanced TV solutions grew, Videology’s scope of work expanded to include the development of additional go-to-market strategies to solve advertisers’ emerging needs. 

“As an ad technology provider, we provide the best solutions to advance the objectives of the overall TV ecosystem. Our ongoing work with Fox is a great example of this,” said Scott Ferber, Founder and CEO, Videology. “As media companies embrace audience targeting on TV, the market is able to provide more effective and relevant advertising.  We are delighted to continue to support Fox in our ongoing quest to make Advanced TV as viable and valuable a medium as possible.”

For more information, please visit: www.videologygroup.com or contact solutions@videologygroup.com.


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
(845) 807-2799
zgill@videologygroup.com

Videology Q3 2017 Canada Report Sees a 40% Increase in In-Demo Delivery When Using Predictive Demo Targeting

Toronto, November 13, 2017 – Videology – a leading software provider for converged TV and video advertising – today released its “Q3 2017 Canada Video Market At-A-Glance” report. The report reveals that Canadian advertisers saw a 40% increase in in-demo delivery when employing Predictive Demo Targeting in their campaigns, ahead of the Nielsen Baseline.

Improved in-demo delivery is important to advertisers as the use of demo targeting in video remains part of most brands’ video strategies. Since demo-based buying is a mainstay for TV advertising, the use of age and gender targeting in video allows marketers to plan and measure performance more holistically—increasingly important as viewing migrates across screens.

“Video’s ability to deliver precise audience segments based on a variety of data sources is certainly extremely valuable. However, this doesn’t diminish the usefulness of age/gender targeting, especially for brands with cross-screen reach objectives who are seeking to continually fill the funnel with new consumers,” said Mark McKee, EVP, Marketing & Sales, North America, Videology.

“If demo targeting is important to your brand strategy, you want to use targeting tools that can help you deliver in-demo audiences better. Period.” McKee added. “I believe that’s why we are seeing increased adoption of our Predictive Targeting capabilities.”

The report also found that 68% of campaigns ran across screens, most notably PC and Mobile—further supporting the trend toward holistic screen management. Additionally, campaigns that used mobile grew around 20% from the previous quarter.

In addition, the report found that many advertisers in Canada are choosing to use their own first-party data for targeting campaigns. In Q3 2017, the top category using first-party data in digital campaigns was Auto, followed by Health & Fitness, and Shopping.

Additional key findings of the Q3 2017 Canada report include:

  • Preferences in buying campaigns was mostly stable from the prior quarter, with most campaigns being bought on a TV-like guaranteed CPM basis.
  • Most advertisers chose view-through rate as an objective (88%), followed by viewable rate (41%), which was up 128% from last quarter.
  • For campaign targeting, advertisers are heavily using Demo and Behavioural targeting, followed by other tactics such as Geo targeting and Frequency Caps.
  • When choosing Viewability Standards, opposite from last quarter, advertisers preferred the Custom Standard (66%) over the MRC Standard (34%).
  • Finance was the top digital advertising category in Q3 2017, increasing 58% from last quarter, followed by Retail, Consumer Goods, Health & Fitness, and Automotive.
  • Similar to last quarter, when viewability was selected as a campaign objective, 83% of advertisers chose it as their secondary objective.
  • 63% of campaigns utilize 15-second spots more often than 30-second spots.

Additional details and the full report, “Q3 2017 Canada 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.

For Canadian business inquiries, contact: canada@videologygroup.com.

 

Media Contact:

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

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