Analysis for 'Videology'

  • Videology: 25% of Clients' Video Campaign Impressions Now Using First-Party Data

    Videology has released its latest Knowledge Lab research report which is focused on first-party data and how it is being used to help target video ads.  Among the highlights of the report are that 25% of video campaign impressions Videology now serves use first-party targeting. Overall, the percentage of video campaigns using first-party data has increased from 5% in 2015 to 11% in the first half of 2017.

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  • Research: Majority of Ad Buyers Expect Programmatic Will Account for Over Half of TV Ads in 3-5 Years

    Videology has released new research showing strong enthusiasm for data-enabled TV ads among agencies and advertisers. According to a study conducted by Advertiser Perceptions for Videology, 64% of respondents believe that within 3-5 years, more than half of total TV buying will be programmatic or “advanced TV.”  For buyers already using advanced TV, 57% are planning to increase their budgets this year.

    The survey defined programmatic as high-indexing linear TV that uses advanced data to define a strategic consumer target (“data-enabled TV”) and TV advertising delivered at the household level (“addressable TV”).

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  • Influence of TV Ads on Video Ad Targeting Increased During 2016

    Here’s a great data point highlighting how TV and online video advertising are converging: new data from Videology revealed that in Q4 ’16, 23% of online video ad campaigns utilized TV viewing segments to help target audiences, more than double the 11% rate in Q1 ’16, though slightly down from 27% in Q3 ’16. Once again, the advertiser’s TV schedule was the top TV segment used.

    As always, demo (used in 100% of campaigns), geo (85%) and behavioral (54%) were the most used data types for targeting video ads, but the increasing use of TV segments shows how advertisers are looking at video ads more holistically, converging them with TV ads to extend the value and ROI of their overall ad spending.

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  • Videology Sees 74% Quarter-Over-Quarter Spending Increase on Data-Infused Linear TV Ads

    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.

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  • Videology: TV Data Gains As Targeting Source For Online Video Ad Campaigns

    Late last week Videology shared Q1 ’16 data from its platform, showing the continued convergence between TV and online video advertising. Videology found that 11% of video campaigns run through its platform used TV data segments to help target online video campaigns. As in the past, the most-used segment was current TV ad schedules, followed by sports viewers and competitors’ TV schedules.

    The use of TV audience data has been on an upswing over the past year plus according to Videology. In Q4 ’15, Videology reported that video campaigns using TV audience data had increased by 114% year-over-year. No doubt this was off a very small base as the whole concept of using TV viewing data is still relatively early stage.

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  • Videology: Use of TV Audience Data to Target Video Ads Up 114%

    With audiences shifting seamlessly between screens, evidence that TV advertising and online video advertising are also converging is mounting. The latest is from Videology, which has released its Q4 ’15 U.S. Video Market At-A-Glance report, finding, among other things that online video campaigns using TV audience data for targeting increased by 114% year-over-year.

    The top segment used was advertisers’ current TV advertising schedules, followed by sports viewers, political show viewers, competitors’ TV schedule and daytime viewers.

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  • Tremor Video: 7 Out of 10 Advertisers Now Buying Multi-Screen Campaigns

    Tremor Video released data gleaned from 40 billion ad calls in its premium video marketplace, finding, among other things, that 7 out of 10 advertisers are now buying multi-screen campaigns. That’s a bit higher than the 58% Videology reported for Q1 ’15 back in May based on its data.

    Both data points illustrate how aggressively advertisers are embracing both online video and mobile video advertising. Mobile in particular now accounts for 50% or more views on many popular sites, including YouTube, making a mobile component mandatory.

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  • Media, Finance and Automotive Brands Lead Online Video Advertising Adoption

    Media, finance and automotive brands continue to lead online video advertising adoption, according to new data from MediaRadar. In October, 2014 the product categories were first, second and third respectively, just as they were in October, 2013. MediaRadar found an increase in the number of brands placing online video ads in all 10 of the product categories it measures.

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  • Report: Multiscreen Video Campaigns Surge to 35% of Total Campaigns

    Multiscreen video ad campaigns running on Videology's platform in the U.S. in Q3 '14 surged to 35% of total campaigns, up 59% from the 22% share multiscreen campaigns had in Q2 '14. Multiscreen includes campaigns running either on PC/mobile or PC/mobile/connected TV. Video ad campaigns running solely on PC dropped from 74% in Q2 '14 to 60% in Q3 '14.

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  • Two New Reports Reveal In-Depth Dynamics of Video Ad Market

    Recently released data from online video ad platforms Videology and LiveRail reveal in-depth dynamics of the fast-moving online video ad industry.

    First, in an analysis of 2.4 billion video impressions Videology delivered in Q1 '14, it found that 91% of advertisers bought video ads based on a guaranteed CPM (cost per impression), similar to how traditional TV advertising is bought. This was an increase of 6% vs. Q4 '13.

    The desktop still dominates for online video ad campaigns, as 78% were for desktop-only, followed by 10% for desktop plus mobile, 6% for desktop/mobile/connected TV, 5% for mobile only and 1% for other connected TV. Videology found that 35% of campaign used some type of 3rd-party verification, including Nielsen's OCR or comScore's vCE.

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  • Survey: 70% of Industry Execs See Video Ad Planning Unified Across Online and TV Within 3 Years

    Videology released the findings of a Forrester Consulting survey yesterday, which studied attitudes toward video advertising among 150 executives at brands, agencies and media companies. There are many interesting findings in the report and one that stands out is that nearly 70% of brands and agencies think it's likely or very likely that agencies will unify the planning of video and TV campaigns within the next 3 years (though note only 52% of media companies believe so).

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  • Report: Desktops Still Rule in Online Video Ad Impressions

    Videology’s Q1 2013 infographic offers up fresh detail about what types of advertisers are embracing the medium, how their ads are performing, and how shifts in the use of devices are impacting the online video environment.
     
    Based on 1.8 billion impressions delivered on Videology’s platform during Q1, the data shows that desktops continue to dominate despite the impressive rise of mobile devices. Ads seen on desktop accounted for 92% of online video ads people watched in Q1, with connected TVs accounting for 5% and mobile devices, 3%. Although ads seen on mobile devices increased 27% year-over-year in Q1, that surge was leapfrogged by the number of ads seen on the desktop, which grew 84%.

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  • Videology's Q4 '12 Infographic Breaks Down Online Video Ad Market

    Video ad technology provider Videology has released its Q4 '12 U.S. video infographic, continuing to break down into fine detail which industries are using online video advertising, how/who their campaigns target and performance. The data is based on nearly 2.4 billion video ad impressions Videology served in Q4, and it offers extremely rich insights for anyone looking for a deeper dive into the surging online video ad market.

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  • Excellent Infographic Details Q3 Online Video Ad Spending and Performance

    Video ad technology provider Videology has released an excellent infographic (after the jump below), jam-packed with useful data about Q3 online video advertising spending and performance. The data is based on 1.3 billion video ad impressions served by Videology in the U.S. from July 1 to Sept. 30. I'm normally not a huge fan of infographics, but this one has highly relevant data, presented clearly and concisely.

    A few of the data points that jumped out for me:

    - Despite the buzz over mobile and connected devices, 90% of video ads were still served online.

    - Almost two-thirds of video ad impressions were placed on sites classified as entertainment-oriented (the third quarter in a row this has been the case). A distant second, with 8.4% of video ad impressions were portal sites.

    - Educational Services was the category of video ads with the highest click-through rate while Retail ads had the highest viewing completion rate.

    - Just 10.1% of video ad impressions were targeted to the tech-savvy 18-24 demo; the majority (63.9%) were targeted to the 25-54 demos.

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  • Study Shows How to Optimize Video Ads Across Multiple Screens

    It's no secret that video consumption is fragmenting to multiple screens. A key consequence of this trend is that it is creating headaches for advertisers and agencies seeking to optimize their spending across screens to achieve the best results possible. A new study by ad solutions provider Videology details the performance of ads on online video, mobile video and connected TVs as well as the relationship between cost, performance and scale of ads run across these screens. Performance is measured by click-through rates (CTR) and video completion rates (VCR).

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