Analysis for 'LiveRail'
Wednesday, June 11, 2014, 10:59 AM ET|Posted by Will Richmond
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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