NEW YORK, May 12, 2015 /PRNewswire/ -- Videology (videologygroup.com), a leading software provider for converged TV and video advertising, found that advertisers are increasingly planning their video strategies holistically, and as a result, mobile has been the greatest benefactor.
According to an analysis of Videology's platform usage in the first quarter, the total number of campaigns delivered on mobile increased 81% compared to the previous quarter. In Q1 2015, 58% of all campaigns had a mobile component to them, compared to 52% in Q4 2014 and only 21% in Q1 2014.
The analysis, titled the First Quarter U.S. Video Market At-A-Glance, found 58% of advertisers ran their campaigns on more than one screen (e.g., PC and mobile) in Q1 2015, compared to just 17% in Q1 2014. Specifically, 48% of all Q1 2015 campaigns ran on PC, mobile and connected TV simultaneously, compared to just 6% in Q1 2014.
The analysis also found 14% of all campaigns used TV data segments to complement their digital video campaigns to target specific TV audiences and/or to reach exposed or unexposed viewers of their TV ads. And advertisers are continuing to buy their digital video ads as they do for TV, on a guaranteed CPM basis – 95% of advertisers did so in Q1, compared to 91% a year ago.
"This current climate of consumer-driven convergence is driving marketers to view planning, buying and executing on TV and digital through a more holistic lens," said Scott Ferber, Videology Chairman and CEO. "As the industry continues to improve standards and work toward achieving more seamless ad experiences, mobile will increasingly play a larger role as part of that cross-screen equation."
Other key findings from the newly designed infographic include:
- CPG led all other categories in impressions (25%) on the U.S. Videology platform for the fourth consecutive Q1, dating back to 2012.
- Behavioral targeting was the leading form of advanced targeting in Q1 campaigns, used 67% of the time, followed by Geo-targeting (65%) and Domain targeting (34%).
- 89% of campaigns ran on VPAID inventory – a striking difference compared to Q1 2014, when only 52% of impressions ran on VPAID.
- While View Thru Rate (VTR) and Click Thru Rate (CTR) were the top objectives among advertisers in Q1, Videology found marketers are increasingly asking for more sophisticated ways to optimize their campaigns, whether it's through verifying their audiences (28% of all campaigns) or seeking maximum viewability (20% of all campaigns).
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 Michele Skettino at Michele@videologygroup.com or 212-231-7853.
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