NEW YORK, May 17th, 2017—Videology, a leading software provider for converged TV and video advertising solutions, today released the latest installment of their educational series, ‘Knowledge Labs.’ In this installment, Videology examines the topic of Connected TV, focusing on how the medium is being used today for video advertising.
The lab delves into the various ways that Connected TV advertising is being targeted, as well as the benefits of reaching consumers with precise targeting in a TV-like environment. The piece explores how advertisers are defining success in regard to Connected TV advertising: while they previously focused mainly on digital-like measurement, we have recently seen growing opportunities to measure Connected TV in a more TV-like way. The piece concludes that Connected TV measurement could skew in either the direction of digital or TV, depending on the needs of the advertiser and overall campaign objectives.
For this Knowledge Lab, Videology worked with Advertiser Perceptions to survey advertisers and agencies about their attitudes and behaviors towards Connected TV advertising. Key findings from this new study revealed:
- About half of Marketers consider Connected TV to be part of their digital video strategy, while only 10% consider it part of their TV strategy; the rest say they don’t differentiate between TV and digital strategies.
- 76% of advertisers and agencies say Connected TV will play a greater role in their advertising strategies this year.
- Respondents were somewhat split when asked which budget Connected TV advertising is coming from, with 31% saying it comes from a linear TV budget, and the same number saying it comes from a digital video budget. Another 13% say it comes from a Test/Experimental budget.
- “Connected TV advertising provides marketers with the best of both worlds in video advertising: the precise targeting of digital with the lean-back experience of TV,” said Scott Ferber, Founder and CEO, Videology. “On the Videology platform, we’ve seen 500% growth in the number of Connected TV campaigns in just two years—proving that advertisers are seeing the power of this medium, and don’t want to miss out on the opportunity.”
Videology shares details about their Connected TV solution, which relies on a partnership with Tru Optik to provide clients the ability to target audiences across OTT/Connected TV screens at the household level via anonymized IP addresses. This solution allows marketers to target specific OTT audiences by onboarding their first-party data or by leveraging third-party data from over a dozen leading providers in Tru Optik’s OTT Data Marketplace.
About Videology Knowledge Labs
Videology Knowledge Labs are published on a monthly basis. Through straightforward overviews, Videology Knowledge Labs provide definitions, data, and explanations of complicated subjects, to bring simplicity and clarity to an otherwise complicated industry. Knowledge Labs are part of the company’s broader ‘Videology Labs’ initiative, which was announced in March of 2016. The homepage for Videology Knowledge Lab is here: http://www.videologygroup.com/labs.
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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