LONDON. Videology – a leading software provider for converged TV and video advertising – has found the view through rate continue to be the priority for the UK advertisers when establishing campaign objectives. According to an analysis of all impressions run through Videology’s platform in the fourth quarter 2015, view through rate is the top KPI to measure the real impact of video campaigns, with 61% of all UK campaigns applying this. Also, there is a 75% increase in viewability as a primary KPI that reflects the growing importance of viewability for agencies and advertisers.
“The fact that more and more advertisers are turning to viewable rate is no surprise. We know that viewability is an area of ongoing concern for video advertisers. At Videology we are proud of our industry-first in viewable campaign delivery capabilities. Our platform now allows users to not only optimise towards viewabililty but to transact on viewability as a currency, defined as viewable CPM (vCPM). For us, the recipe of the successful campaign is simple: better targeting, better optimization, and better fraud protection at scale. These elements drive real results.” said Rich Astley, UK managing director, Videology.
Videology’s 4th Quarter UK Video Market At-A-Glance analysis also found that brands continued to plan digital video campaigns holistically, with 81% of all UK campaigns running on more than one device in Q4 2015, and 16% of UK advertisers choosing to run campaigns on PC and mobile in Q4, up from 10.4% in Q3 2015.
Videology reported further that 72% of all media buys in Q4 was via upfront guaranteed buys or via fixed price open volume buys vs. 64% in Q3, as advertisers looked to lock in premium inventory during a period of high demand and to ensure overall media quality.
Other highlights from the Q4, 2015 UK Video Market At-A-Glance infographic include:
- 26% of all ads were from the FMCG category in Q4. While Retail advertisers increased their share of voice, upto 13% in Q4 2015 vs. 7% in Q3.
- The majority of impressions in Q4 served across Entertainment content, 48%.
- In the UK, the overall viewable rate in Q4 2015 stands at 54%. The highest viewable rate is seen among Publisher Private Marketplaces at 65%.
Videology’s 4th Quarter UK Video Market At-A-Glance can be found here