Tuesday, February 23, 2016, 11:04 AM ET|Posted by Will Richmond
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.
The key takeaway is that advertisers are learning to use TV data to inform their video buys so that the impact of their total spend is magnified. Rather than looking at TV and video as mutually exclusive, savvy advertisers are seeing how they can complement each other. Videology has been on the leading edge of enabling this, by integrating Nielsen TV data nearly 2 years ago.
Videology also found that, amid all the focus on viewability, the viewable rate metric has significantly gained in importance. Viewable rate was the most popular campaign objective for 56% of campaigns, second only to view through rate. Viewable rate increased from just 20% in Q1 ’15.
Overall, more than 80% of campaigns were cross-screen, an increase of over 50% in the past year. Mobile in particular was a big winner, with campaigns tapping into mobile up by 7x in the past year. Consumer goods was the top vertical using online video advertising, with a 35% share, followed by restaurants (11%) and auto (10%).
An infographic with key highlights is available here.
Video Research Around the Web
- Pew: Mobile Broadband Users Double Since 2013 Multichannel News
- D2C Advertisers See Sharply Higher TV Ad Spending Mediapost
- Forecast: OTT Revenues To Hit $23.7 Billion By 2023 Mediapost
- Data-Enabled TV Buying Rises, Despite Concerns Mediapost
- Netflix Again Blows Past HBO, Others as No. 1 Pick for ‘Best Original Programming,’ Survey Finds Variety
- 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