Videology Reports More than 1 in 4 Advanced TV Campaigns Leverage First-Party Data; In-Demo Delivery Remains Crucial for Digital Campaigns

New York, February 8, 2016 – Videology – a leading software provider for converged TV and video advertising – today released its Q4 2016 U.S. TV & Video At-A-Glance report. According to the report, in the second half of 2016, more than one-fourth of advanced TV campaigns used their own first-party data for targeting*. These data segments could include past purchase history, website visits, registration data or loyalty data, and offer brands a way to utilize their direct relationship with customers for more relevant advertising.
 

Additionally, over the past 12 months, Videology has seen a 273 percent increase in spending on linear TV advertising campaigns and an 840 percent increase in the number of linear TV impressions available to be bought and sold programmatically.
 

“Brands and agencies have a huge amount of owned data, created through their direct relationship with consumers,” said Scott Ferber, Founder and CEO, Videology. “By layering this first-party customer data into TV campaigns, brands deliver a far more tailored and granular advertising experience, ultimately resulting in greater ROI on their ad spend. This should be, and is becoming, a priority for anyone with access to owned data. I expect we will see this trend grow exponentially in the coming years.”


Digital Video Insights
 

For digital-focused campaigns, demographics remained the key focus for targeting, used on 100% of campaigns. This stat follows recent survey findings showing 51 percent of agency marketers feel that combining demo targeting with other targeting methods (such as behavioral or sales-based) is effective in driving conversions.
 

Behavioral targeting was used on 33 percent of campaigns with a custom behavior segment used most frequently. Surprisingly, even during a heavy political season, only 4 percent of campaigns used political behaviors for targeting. TV viewership data also remained an important targeting segment, used on nearly one-fourth of campaigns. Advertiser’s own TV campaigns was the most used TV segment, followed by daytime programming, drama programming and competitor’s TV advertising schedule.
 

In campaign goals, view-through rate was the highest chosen objective (42 percent) followed by viewable rate (31 percent) and click through rate (24 percent). Among advertisers that chose viewability as an objective, the MRC standard remained the most frequently used (90 percent) followed by custom, more stringent, standards (10 percent).
 

The full report, “Videology’s Q4 U.S. TV & Video Market At-A-Glance,” can be found at this link.


*Using first-party data is made possible through Videology’s unique 1:1 integration with Nielsen. Learn more at this link.
 

**Learn more about Videology’s guaranteed demo delivery at this link: http://bit.ly/2jVCp6x

 

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.
 

For more information, contact Landin King at lking@videologygroup.com or 931-252-5472.

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