New York, April 28, 2016 – Videology – a leading software provider for converged TV and video advertising – today released findings that show continued interest in leveraging TV data for digital video targeting. The news dovetails on Videology’s recently announced enhanced integration with Nielsen, offering a unique cross-screen view of audiences for planning across TV & Digital.
According to an analysis of all impressions run through Videology’s platform in the first quarter of 2016, 11% of campaigns leveraged TV data segments in targeting for digital video campaigns. The most frequently used segment was current advertiser TV schedules, highlighting advertisers’ need for incremental reach on top of existing linear audiences. Competitor TV schedules was the third most used segment, showcasing the abilities of TV-data targeting to conquest new audiences.
“Consumers no longer differentiate video content based on the type of screen they’re looking at,” said Scott Ferber, Founder and CEO, Videology. “Connecting TV and digital viewing behaviors allows marketers to reach their audience holistically and drive ROI with converged strategies that reduce waste and drive efficient spending.”
Other frequently used segments include audiences that viewed sports, music and political programing.
“Digital video can be used to find additional exposure opportunities for many of the most highly coveted TV audiences. Sports viewers, or those who watch political programs are two great examples. Whether you’re trying to gain incremental reach, or to add frequency outside the limited exposure high-impact TV events, audience-based video buys offer a complementary solution,” added Ferber.
Outside of TV segments, advertisers leveraged a variety of data sources for digital targeting with demographic data used most often (100% of campaigns), followed by behavioral data (56% of campaigns) and geographic data (40% of campaigns).
Viewability also remains a key focus for advertisers. Of all campaigns run in Q1, 52% of them used viewable rate as an objective KPI, a 32% increase year-over-year. Within that 52%, 88% chose to measure viewability using the MRC standard (50% of pixels on screen for at least two consecutive seconds) while the additional 12% chose to use their own custom standard for determining if an ad was viewable.
Other key findings from the 1st quarter analysis of Videology’s platform include:
- Campaigns leveraging mobile devices grew by 50% year-over-year.
- Compared to Q1 2015, advertisers are utilizing a cross-screen approach in 45% more campaigns. The bulk of all campaign activity consists of combined PC, mobile & connected TV placements.
Additional details and the full report, “Videology’s 1st Quarter U.S. Video Market At-A-Glance,” can be found at this link.