New York, November 19, 2015 – Videology – a leading software provider for converged TV and video advertising – found that advertisers’ use of cross-screen video campaigns continues to climb.
According to an analysis of all impressions running through Videology’s platform in the third quarter, more than four out of five online video ad campaigns (81%) were delivered on more than one type of device. In contrast, during the same period in 2014, only 35% of online video ad campaigns appeared on more than one type of device. Specifically, in Q3 2015, half of all campaigns ran ads that were shown on PC, Mobile and OTT (over the top).
“Instead of thinking in terms of device planning, advertisers are focusing on the consumer, and using data to reach audiences wherever they are consuming content. It’s all about finding the right mix of screens to deliver the best outcomes for a given brand,” said Scott Ferber, Videology Chairman and CEO. “If anyone questions whether cross-screen planning is delivering better results, one need only look at the trend trajectory. Advertisers flock to strategies that work.”
The analysis also found that advertisers are increasingly using data strategies beyond traditional demo targeting to reach their audiences. Among the most commonly used data sets in Q3 were geo targeting (72% of all campaigns), behavioral targeting (68%) and domain targeting (50%). However, one of the fastest growing ways advertisers are reaching their audiences is by using cross-screen TV viewing data, which has grown 106% year-over-year.
By using TV data segments, advertisers can target audiences through digital video based on their TV viewing habits. Advertisers can also create custom data segments, for example, to reach audiences who were unexposed or underexposed to a brand’s ad on TV, or to target audiences based on their exposure to a competitor’s TV ad. In the third quarter, 20% of all TV segments used were custom-created.
Other key findings from the third quarter analysis of Videology’s platform include:
- The TV viewing data segments used most by advertisers in the third quarter were (Top 10, in order): Sports Viewers; Political Show Viewers; Daytime Viewers; TV Drama Viewers; Adults Exposed to Children’s Programming; Cable TV Viewers; Primetime TV Viewers; News Show Viewers; Broadcast TV Viewers; and Comedy Program Viewers.
- The cumulative number of campaigns with a mobile component on the Videology platform grew 8.5x year-over-year, accounting for 83% of all campaigns in Q3. In Q3 2014, only 38% of campaigns used mobile.
- The number of campaigns running cross-screen in Q3 jumped nearly 9x year-over-year, accounting for 81% of all campaigns on the Videology platform in Q3.
- Viewable rate was selected by advertisers as a campaign objective in the Videology platform 46% of the time, up from 31% the previous quarter. Audience verification was selected 27% of the time, up from 20% the previous quarter.
Videology’s complete Q3 2015 Market-at-a-Glance infographic can be found at http://bit.ly/Q3VideoMarket.
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 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 or 212-231-7853.