TV buying moves to video

LONDON, February 15th, 2017 – Videology – a leading software provider for converged TV and video advertising – reported that the share of programmatic guaranteed inventory rose from 41% in Q1 2016 to 57% in Q4 2016, confirming marketers’ efforts to lock in premium media supply. 

“The importance of guaranteed upfront buying and private marketplaces will continue to rise as video develops its own path to the digital future. TV buying models will continue to be the basis of trade but will leverage the benefits of technology to manage an increasingly complex and fragmented buying portfolio. ”— said Jana Eisenstein, EMEA Managing Director, Videology. “Also, TV and digital viewing will continue to have more in common as consumer behaviour converges. Online viewing is no longer a niche behaviour but a mainstream activity that appeals across age groups and social groups. Premium digital video is increasingly watched on the big screen as well as small ones, and in shared viewing environments as well as alone.” 

According to an analysis of all impressions run through Videology’s platform in Q4 2016, brands continue to plan digital video holistically, 70% of all UK campaigns are running on more than one device in Q4 2016, up from 66% in Q3 2016. 

Other highlights from the Q4 2016 UK Video Market At-A-Glance infographic include:

  • The fact that 72% of all ads served were 30 seconds long, also the most common length for TV ads, is indicative of how advertisers think of premium digital video and look to run their digital video campaigns in TV like environments.
  • In the UK, the overall viewable rate in Q4 2016 was 54%. Publisher Private Marketplaces reported the highest average viewable rate - 67%. 

Videology’s Q4 2016 UK Video Market At-A-Glance Infographic can be found here.

About Videology
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.

Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.

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