Tuesday, August 2, 2016, 9:50 AM ET|Posted by Will Richmond
Videology released its U.S. Video Market At-A-Glance report for Q2 ’16, revealing, among other things, that ad spending by clients on data-infused linear TV campaigns grew by 74% from Q1 ’16 to Q2 ’16. That compared with a 50% increase Videology experienced from Q4 ’15 to Q1 ’16. Videology noted that traditional TV ad buying continues going strong, but that the quarterly acceleration is evidence of the market becoming more sophisticated about pursuing specific audiences.
Videology also said that 14% of video campaigns run through its platform used TV data segments to help target online video campaigns, up from 11% in Q1 ’16. As usual, the most-used segment was current TV ad schedules, though in Q2 criteria that followed changed to daytime TV viewers, news show viewers, competitor’s TV schedule and comedy show viewers.
As in past reports, Videology found that the most used targeting data was demographic, which was used in all campaigns, followed by geographic (68%), behavioral (63%) and postal (19%).
Three-screen campaigns (PC, mobile and connected TV) grew to 62% of campaigns in Q2 ’16, a 20% increase vs. Q2 ’15, while PC-only declined to 12% share, vs. a quarter of campaigns a year ago.
Advertisers’ demand for in-demo verification of campaigns also continued to increase. In Q2 ’16, 41% of campaigns required ratings verification from Nielsen Digital Ad Ratings, comScore vCE or another third-party provider, up from just 19% back in Q2 ’13.
Additional data is available on an infographic that can be downloaded here.
Related Research Coverage
Video Research Around the Web
- Almost 500 Scripted Shows Aired in 2018, But We Still Haven’t Hit Peak TV Vulture
- Apple TV grows in popularity and passes more affordable Google & Roku options, data shows 9to5 Mac
- Amazon Touts ‘Thursday Night Football’ Total Viewers Up 22% to 14.7 Million in First Seven Weeks Variety
- GroupM’s State of Video Lays Out New Battleground For Attention AdExchanger
- Majority of Americans Think Cable TV Has Become "Unaffordable" The Hollywood Reporter
- Shorter TV Ads Command More Viewer Attention Mediapost
- YouTube To Net $3.4 Billion In U.S. Ad Revenues This Year (Study) Tubefilter
- Netflix Eats Up 15% of All Internet Downstream Traffic Worldwide (Study) Variety