NEW YORK, May 3, 2017 /PRNewswire/ -- Videology – a leading software provider for converged TV and video advertising – today released its Q1 2017 U.S. TV & Video At-A-Glance report. According to the report, Videology has seen a 6x increase in the number of ad requests for Connected TV since Q1 2015. In fact, today over half (56%) of campaigns are run using some Connected TV inventory.
The report also showed the continued growth of linear TV, as spending on linear TV campaigns continued to grow consistently year over year. In the last quarter, spend on Advanced TV in the Videology platform grew 60% from 2016 to 2017.
"Viewing of video content on traditional digital screens like laptops and mobile phones is huge, as well all know," said Scott Ferber, Founder and CEO, Videology. "But the fact is, consumers still love their TV sets. It's no surprise that Connected TV and Advanced TV are seeing such spikes—they provide the lean-back experience that consumers know and love, with the targeting opportunities brands are looking for. One of the reasons we're seeing this growth in connected TV is the incredible targeting methods now available."
Last month, Videology announced they were working with Tru Optik, a media intelligence and ad tech company focused on digital over-the top (OTT) television. This partnership would allow Videology clients to tap Tru Optik's OTT Marketing Cloud through the Videology Platform, providing access to advanced OTT segmentation, validation, and attribution solutions.
When it comes to targeting TV campaigns, advertisers are seeing the benefit of bringing their own data: over the last six months, 23% of the TV campaigns Videology ran utilized a client's own first-party data.
Digital Video Insights
For digital-focused campaigns, advertisers continued to leverage demographic and geo targeting as their main focus, followed by behavioral targeting, which was used on 55% of campaigns. Among campaigns using behavioral targeting, auto and demo segments were used the most frequently.
In this past quarter, Videology also saw an increase in the number of advertisers targeting campaigns based on skippability status, which refers to whether inventory is skippable seconds after it starts playing. 23% of campaigns in Q1 leveraged skippability status as a targeting method, suggesting that advertisers are increasingly requesting skippable inventory as a way to increase customer favorability.
Among campaigns that ran with one or more specific objectives in mind, 60% chose view-through rate, 42% selected viewable rate, and 31% chose click-through rate. Among those who selected viewability as an objective, the majority did so in conjunction with another campaign objective, with viewability as the secondary goal. For measurement, 87% opted to use the MRC standard to verify the viewability KPI.
As has become typical in the Videology platform, most campaigns in Q1 2017 were run using a cross-screen approach: in this time period, 90% of campaigns ran across more than one device.
The full report, "Videology's Q1 2017 U.S. TV & Video Market At-A-Glance," can be found at this link: http://bit.ly/2puenAU
Videology 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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