Videology Research Shows Tangible Benefits of Cross-screen TV Planning
- Major brands show increased audience reach, product awareness, offline sales, and market share when using unified metrics for both TV and online video advertising
NEW YORK, March 12, 2014 /PRNewswire/ -- Videology— one of the world's largest video advertising platforms— today released a new "Cross Channel Planning" research report (Download here: http://bit.ly/1iteUed) based on its holistic approach in helping advertisers develop media strategies across television and digital video. The report focuses on case studies of major brands spanning the Consumer Packaged Goods (CPG), Health & Beauty, Auto and Technology categories that used Videology's cross-screen media planning tools to help maximize overall campaign results.
This research follows Videology's recent announcement of a direct integration of Nielsen TV data into its platform that will allow seamless and scalable multi-screen planning, buying and measurement of advertisements across television and online video – a first-of-its kind unified solution in the industry. The case study results were derived using Videology's cross-platform measurement data capabilities.
"We have invested considerable time and resources in ensuring that our platform can support holistic, data-based planning across both television and video, and this type of research shows why," says Scott Ferber, Chairman and CEO of Videology. "When advertisers and agencies see the improved efficiencies that this type of cross-screen planning can deliver, it's no longer a question of should I do it, it's a question of how can technology help me do this for my brand right now."
The case studies analyzed data from four campaigns running from Q2 2013 through Q4 2013 to show how advertisers used digital video in conjunction with their television campaigns to increase reach, build awareness, build share of voice and increase offline sales. Highlights include:
- A major auto brand used online video to reach those not exposed to their TV campaign, boosting in demo reach by 8%
- A personal care brand used online video to conquest—with 90% of its video impressions reaching those exposed to competitors' television ads
- A beauty brand used frequency to drive action by retargeting consumers who were exposed to its television campaign, resulting in a 10% offline sales lift in units sold
- A technology advertiser used online video to continue to build reach by using optimal allocation planning to show television's point of diminishing return during the course of its multi-week campaign
"With consumers' use of video at an all-time high, cross-screen planning presents an enormous opportunity for advertisers in this year's upfront television buying season," added Ferber. "We now have the right tools in place to allow them to make data-driven decisions on how to make the most of this opportunity for their brands."
Videology (videologygroup.com) is one of the world's largest video advertising platforms. 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 Baltimore, MD, with key offices in New York, Austin, Toronto, London, Paris, Madrid, Tokyo, Singapore, Sydney and sales teams across North America.
For more information, contact Michele Skettino at Michele@videologygroup.com or 212-231-7853.