As TV and Video Advertising Converge, 41% of Video Campaigns Now Require Digital Ratings Verification.
In-demo delivery challenges cost media companies millions in wasted impressions,
and raise concerns for advertisers when comparing digital video to the certainty of TV delivery.
New York - August 18, 2016 – Videology, a leading software provider for converged TV and video advertising, today announced significant improvements in its ability to use predictive targeting to improve performance against Nielsen’s Digital Ad Ratings (DAR) and comScore validated Campaign Essentials (vCE) measurement. With these new improvements, Videology can now achieve in-demo campaign accuracy at scale, far surpassing delivery norms and benchmarks based on the contextual/publisher placement or other 3rd party demo data providers.
The ability to predict and deliver ratings within targeted age/gender perameters continues to be a challenge for both advertisers and media companies, as shown in a 2016 Forrester survey commissioned by Videology, in which:
- 50% of advertisers and agencies said “difficulty with audience verification” was having a “strongly negative” or “negative” impact on their video ad buying spend – tied with “concerns around fraud or bots” as their number one challenge.
- In a related finding, 62% of publishers said that “finding enough impressions to meet demand” was a major challenge in digital video—a challenge largely resolved through accurate forecasting and in-demo audience delivery, thus saving wasted ad impressions served outside of demo.
Through recent platform advancements and extensive data integrations, Videology can now predict and target in-demo delivery with up to 98% confidence, as seen in the case study shown in Graph 1, measured by comScore vCE. Videology also found that, through the use of its technology and aggregated data, it improves upon the performance of other individual 3rd party demo data providers by more than 2 times when measured by Nielsen’s DAR. Videology also outperforms the Nielsen norm for Women 25-54 by 75%, as seen in Graph 2.
This advancement is particularly relevant following Videology’s recently released Q2 2016 U.S. Video At-A-Glance report, which showed 41% of campaigns now request ratings verification from a 3rd party measurement provider, such as Nielsen Digital Ad Ratings (DAR), or comScore validated Campaign Essentials (vCE). This is a 115% increase from the 19% of campaigns requesting this three years ago in Q2 2013. The increased use of demo verification is reflective of the shift in viewing across TV and digital devices, and the corresponding need to measure audiences based on a common, and predictable, metric.
“It’s critical that advertisers, agencies and content owners have common and consistent metrics available throughout all phases of planning, activation and campaign delivery evaluation, ” said Manish Bhatia, Chief Product Officer, comScore. “We applaud Videology’s work in attempting to make digital audience verificaton more predictable for advertisers and media companies, and we look forward to working with them and others in the industry as they bring these solutions to the market.”
“Advertisers continue to increase their focus on comparable, cross-platform audience verification using our Total Audience metrics,” said Andrew Feigenson, Managing Director of Digital, Nielsen.“Along with this, we have seen the industry demand increased age/gender accuracy and are pleased that Videology is developing predictive demo targeting services to fulfill this need.”
Predictive targeting tools, such as Videology’s, are used to determine the age/gender characteristics associated with each ad impression. Determining age/gender before an ad is served is crucial to advertisers who are looking to reach consumers within a given demographic target, and equally important to publishers who only get paid on in-demo delivery for campaigns with ratings guarantees. Guaranteed in-demo delivery has long been a staple of television advertising, which generally relies on content, or high-indexing historical data, to predict demo delivery. Yet, since age/gender ratings targeting is relatively new in the digital realm, and it is measured at much greater granularity given the addressable nature of this type of media, predicting in-demo delivery has proved more difficult than in television, where this has been the norm for decades.
Videology has spent several years developing more accurate predictive demo targeting through the use of propriety algorithms and a combination of online and offline data providers. In the first half of 2016, Videology further increased its investment to drive greater accountable and accuracy by expanding these efforts through additional strategic relationships with top digital publishers. The additional data inputs along with Videology’s math and science allows Videology to predict, forecast and target consumers in a way that closely aligns to the in-demo scores verified by DAR or vCE measurement.
“Since digital ratings were introduced, we have been working to bridge the natural disconnect that occurs when an advertiser targets on one set of data, then validates on the backend with a different set of data,” said Aleck Schleider, SVP of Data and Analytics, Videology. “Over the past few months, we have dramatically increased ratings delivery predictability and performance for our platform uses. This improvement coincides with the increased use of digital ratings for video campaigns, and will save our advertiser and publisher clients millions of dollars in lost opportunity.”
“The worlds of TV and video are colliding and we’ve never been more prepared,” added Schleider.