Monday, October 27, 2014, 6:25 PM ET|Posted by Will Richmond
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.
The data further validates the trend that advertisers are seeking to follow viewers as they fragment over multiple devices.
Videology also found 15-second ads increased their share to 64% in Q3, from 46% in Q2, while 30-second ads dropped from 54% to 35%. This is consistent with the increased use of mobile, which is typically a shorter-form medium than desktop.
News web sites saw the biggest increase in share of video ad impressions in Q3, capturing 39% vs. just 16% in Q2. Entertainment sites declined from 63% to 36% and portals increased from 7% to 12%.
As in Q2, the vast majority (91%) of video ad campaigns were bought with a guaranteed CPM, as in TV campaigns. The share of campaigns optimized with 3rd party verification continued to increase, from 53% in Q2 to 61% in Q3.
An infographic with all of the data is available for download here.
Video Research Around the Web
- Cord-Cutting Got 75% Worse in Q1, Most Terrible Quarter Ever for Pay TV Multichannel News
- Many 4KTV Owners Don't Use Advanced Content Features Mediapost
- OTT Moves Beyond ‘Early Adopter’ Phase as 45-60 Set Becomes New Battleground Multichannel News
- Streamers Make More Shows But Cancel Sooner, Study Finds The Hollywood Reporter
- vMVPD Users Definitely Not Cord Nevers - Only 15% Previously Had No Pay TV Multichannel News
- Direct Video Ad Deals Soar Mediapost
- GroupM Predicts Streaming Will Have 'Gradual' Impact On TV Advertisers Mediapost
- YouTube is Responsible for 37% of All Mobile Internet Traffic Statista