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Cross-Screen data drive new targeting strategies

Videology – a software provider for converged TV and video advertising – has released findings that show continued interest in leveraging TV data for digital video targeting. The news dovetails on Videology’s recently announced enhanced integration with Nielsen, offering a unique cross-screen view of audiences for planning across TV & Digital.

According to an analysis of all impressions run through Videology’s platform in the first quarter of 2016, 11 per cent of campaigns leveraged TV data segments in targeting for digital video campaigns. The most frequently used segment was current advertiser TV schedules, highlighting advertisers’ need for incremental reach on top of existing linear audiences. Competitor TV schedules was the third most used segment, showcasing the abilities of TV-data targeting to conquest new audiences.

“Consumers no longer differentiate video content based on the type of screen they’re looking at,” said Scott Ferber, Founder and CEO, Videology. “Connecting TV and digital viewing behaviours allows marketers to reach their audience holistically and drive ROI with converged strategies that reduce waste and drive efficient spending.”

Other frequently used segments include audiences that viewed sports, music and political programming.

“Digital video can be used to find additional exposure opportunities for many of the most highly coveted TV audiences. Sports viewers, or those who watch political programs are two great examples. Whether you’re trying to gain incremental reach, or to add frequency outside the limited exposure high-impact TV events, audience-based video buys offer a complementary solution,” added Ferber.

Outside of TV segments, advertisers leveraged a variety of data sources for digital targeting with demographic data used most often (100 per cent of campaigns), followed by behavioural data (56 per cent of campaigns) and geographic data (40 per cent of campaigns).

Viewability also remains a key focus for advertisers. Of all campaigns run in Q1, 52 per cent of them used viewable rate as an objective KPI, a 32 per cent increase year-over-year. Within that 52 per cent, 88 per cent chose to measure viewability using the MRC standard (50 per cent of pixels on screen for at least two consecutive seconds) while the additional 12 per cent chose to use their own custom standard for determining if an ad was viewable.

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