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According to the Q2 2016 US Video At-A-Glance report from Videology, a software provider for converged TV and video advertising, the growth in programmatic TV capabilities is driving more marketers to embrace solutions that go beyond age and gender to find linear TV programmes, networks or dayparts that index highest for their strategic audience. Quarter-over-quarter spending on linear TV campaigns in the Videology Platform increased by 50 per cent from Q4 2015 to Q1 2016, and by 74 per cent from Q1 2016 to Q2 2016.
“The traditional methods of TV buying are still alive and well, but now, for the first time, we’re starting to see real movement in the use of data and technology for advancing TV advertising efficiencies,” said Scott Ferber, Founder and CEO, Videology. “Through tools like Videology’s DETV product, we’re able to go a level deeper in finding and reaching strategic audiences, which provides huge value to both advertisers and TV inventory suppliers.”
In related news, more and more marketers are recognising the importance for in-demo delivery of campaigns, a metric originating from the traditional methods of non-programmatic TV buying. Videology found that 41 per cent of campaigns that ran in Q2 requested ratings verification from a 3rd party measurement provider, such as Nielsen Digital Ad Ratings, or comScore validated Campaign Essentials (vCE). This is a 115 per cent increase year-over-year from the 19 per cent of campaigns requesting this in Q2 2016.
Additionally, as the siloes of TV and digital video further converge, marketers are continuing to leverage TV viewing data to inform their cross-screen strategy. In fact, 14 per cent of digital video campaigns that ran Videology’s platform in Q2 2016 used TV data segments such as their TV schedule, a competitor’s TV schedule, or viewers of news programming, to target their digital video campaigns.
Beyond TV segments, advertisers embraced data sources such as demographic data (100 per cent), geographic data (68 per cent) and consumer behaviour attributes (63 per cent).
Viewability also remains a key focus for advertisers. Of all campaigns that ran in Q2, 43 per cent of them used viewable rate as an objective KPI. Of those campaigns, 89 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 11 per cent chose to use their own custom standard for determining if an ad was viewable.