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Videology: UK advertisers still prioritise view through rate

Videology – a software provider for converged TV and video advertising – has reported that view through rate remained the priority for UK advertisers and agencies when establishing campaign objectives. According to an analysis of all impressions run through Videology’s platform in Q2 2016, 58 per cent of UK advertisers optimised their campaigns towards view through rate.

“It is no surprise that VTR has become the de facto way of measuring video campaign performance. In the era of TV & Video convergence, when advertisers have to deal with the fragmentation of audiences caused by the emergence of multi-device TV and video consumption, standardisation of metrics becomes a requirement across different screens and devices.”, said Rich Astley, UK managing director, Videology.

Videology’s Q2 UK Video Market At-A-Glance analysis confirmed that 9 in 10 advertisers continued to buy video ads in the same guaranteed manner as they would TV advertising.

According to the report, two thirds of UK campaigns in Q2 2016 that ran through Videology’s platform targeted more than one device, as brands continue to plan digital video holistically. “Whether it’s mobile, TV, desktop or OTT, consumers just want to view the content they love. It’s encouraging to see cross-screen usage within our platform as it proves marketers continue to embrace this evolution of content consumption in their programmatic strategy”, said Rich Astley.

Other highlights from the Q2 2016 UK Video Market At-A-Glance infographic include:
70 pr cent of all ads served were 30 seconds long, also the most common length for TV ads. This is indicative of how advertisers think of premium digital video and look to run their digital video campaigns in TV like environments.
In the UK, the overall viewable rate in Q2 2016 was 50 per cent. Publisher Private Marketplaces reported the highest average viewable rate – 80 per cent.
– The majority of impressions in Q4 served across Entertainment content, 51 per cent.

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