New York, February 23, 2016 – Videology – a leading software provider for converged TV and video advertising – today released findings that show marketers are leveraging their TV advertising plans to inform their digital video ad buys. According to an analysis of all impressions run through Videology’s platform in the fourth quarter, the number of U.S. video campaigns using TV audience data to target with digital video increased 114% year-over-year. The number one TV segment used in these campaigns was advertisers’ current TV advertising schedules. Combining TV data from sources like Nielsen with behavioral data, advertisers are amplifying their TV spend to reach consumers digitally across all devices.
“As the siloes between TV and video continue to break down, advertisers are utilizing the unique attributes of each to bring additional value to the mix. A big part of this is the use of data to provide deeper insights into consumer targeting and consumption, which we saw in this analysis,” said Scott Ferber, Chairman and CEO, Videology. “The big win in this area is to connect these insights across both TV and video, and that’s exactly what we can achieve through our direct integration with Nielsen. The ability to provide bi-lateral insights across digital and TV is changing the game for advertisers and driving exceptional efficiencies. This is one trend that we can expect to grow big time.”
In addition to advanced TV capabilities, viewability and bot fraud remain primary focus areas for advertisers.
- In Q4, 56% of advertisers chose to optimize their campaigns towards viewable rates—an increase of 36% since Q1.
- In Q4, Videology blocked a record number of fraudulent ad requests. Bot requests spiked during the weeks before Christmas and in the final days of the year.
These findings reinforce the need for advertisers to work with advanced platforms that offer viewability guarantees and leading fraud solutions.
“Videology’s findings are directly in line with what we see on the broader Internet,” said Michael Tiffany, CEO of White Ops, Videology’s integrated partner for fraud prevention. “Spending levels increased in the run-up to Christmas, and budgets needed to be completely spent before the end of the year. But consumers didn’t browse the Internet more, to view more ads, just because there was more ad budget getting spent. So bot traffic rose to fill in the gap between all the ads that advertisers wanted to buy and the actual number of ads available to show to real people.”
Other key findings from the 4th quarter analysis of Videology’s platform include:
- The top verticals running video campaigns were consumer goods (36%), restaurants (11%), and automotive (10%).
- The total number of campaigns leveraging mobile increased by 700% year-over-year, accounting for 86% of all campaigns.
- More than 4 out of 5 digital campaigns currently utilize a cross-screen approach. In just one year, the number of cross-screen campaigns has grown well over 50%.
Videology’s 4th Quarter U.S. Video Market At-A-Glance can be found at this link.