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.

Videology Releases New Industry-Education ‘Knowledge Lab’ on the Topic of Connected TV

Videology, a leading software provider for converged TV and video advertising solutions, today released the latest installment of their educational series, ‘Knowledge Labs.’ In this installment, Videology examines the topic of Connected TV, focusing on how the medium is being used today for video advertising.

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