Videology Sees Near 5X Growth in Advanced Linear TV Advertising Inventory from Q1-Q3; Digital Video Campaigns Leverage TV Insights
New York – Videology – a leading software provider for converged TV and video advertising – released its Q3 2016 U.S. Video At-A-Glance report. According to the report, Videology has seen a surge in programmatic enablement, as multiple TV supply sources in the open and private marketplace have made more impressions available. Since the launch of Videology’s DETV™ product, the number of impressions available to be bought on linear TV is estimated to have increased by more than 500%. Additionally, spending on advanced or ‘programmatic’ TV campaigns (solutions that go beyond age and gender to find linear TV programs, networks or dayparts that index highest for their strategic audience) has nearly doubled, growing by 92% since Q1. These growth statistics highlights the industry’s shift in bringing targeting data and workflow automation to linear TV advertising.
“We’re seeing two big shifts in linear TV advertising: marketers want to use more data to further segment their audiences beyond age/gender and suppliers want to increase yield by packaging data with inventory,” said Scott Ferber, Founder and CEO, Videology. “As both of these objectives become more common, we’re seeing more and more linear inventory come into the ‘advanced’ TV marketplace. There remains a fine balance between the ability to achieve scalable reach and precision targeting, but both advertisers and media companies are seeing the value in bringing data into the equation.”
Digital Video Insights
For digital-focused campaigns, more than a fourth used TV-segments to target audiences, with advertisers’ own TV ad schedule as their top segment choice. This metric shows a continued focus on serving holistic video campaigns across both TV and video. In these situations, advertisers most frequently employ one of two strategies:
1. Serving a digital video ad to audiences that were underexposed or not exposed to their TV commercial—in order to increase reach.
2. Serving a digital ad to audiences that were exposed to their TV ad—often with a lower-funnel message that encourages some kind of actionable response.
Beyond TV segments, advertisers embraced data sources such as demographic data (100%), geographic data (71%) and consumer behavior attributes (33%). Of the behavioral segments chosen, the top categories included advertisers created their own custom segment (26%), advertisers focused on auto-purchase related behaviors (18%) and advertisers focused on CPG-related behaviors (7%).
In campaign goals, view-through rate was the highest chosen objective (54%) followed by viewable rate (41%) and click through rate (34%). Among advertisers that chose viewability as an objective, the MRC standard remained the most frequently used (90%) followed by custom, more stringent, standards (10%).
The full report, “Videology’s Q2 U.S. Video Market At-A-Glance,” can be found at this link: http://www.videologygroup.com/