Videology – a leading software provider for converged TV and video advertising – has found that View Through Rate continues to be the dominant metric for European advertisers when measuring campaign effectiveness. According to an analysis of all its video advertising data from October to December 2015, View Through Rate continued to be the top KPI used to measure the real impact of video campaigns, with 58.5% of all EMEA campaigns applying this metric. The Q4 result represents a 40% increase in viewability as the primary KPI over Q3, reflecting 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 viewbility is an area of ongoing concern for video advertisers. At Videology we are proud of our industry-first, in-view campaign delivery capabilities. Our platform now allows users to not only optimise towards viewabililty, but also 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 tracking, and better fraud protection at scale. These elements drive real results.” said Jana Eisenstein, EMEA Managing Director, Videology.
Videology’s 4th Quarter EMEA Video Market At-A-Glance analysis also found that brands continued to plan digital video campaigns holistically, with 63% of all EMEA campaigns running on more than one device in Q4 2015.
Videology reported further that 66% of all media buys in Q4 were via either upfront guaranteed buys or fixed price open volume buys vs. 56% in Q3. We believe this was due to advertisers looking to lock in premium inventory during a period of high demand and to ensure overall media quality.
Other highlights from the Q4, 2015 EMEA Video Market At-A-Glance infographic include:
- The FMCG vertical represented 23% of all advertising spend in Q4, while Retail advertisers increased their share of spend to 13% in Q4 2015 vs. 8% in Q3.
- The majority of ads in Q4 (56%) were served across Entertainment content.
- In EMEA, the overall viewable rate in Q4 2015 reached 58%. The highest viewable rate is seen among Publisher Private Marketplaces and Publisher Direct - 66%.
Videology’s 4th Quarter EMEA Video Market At-A-Glance can be found here.