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Report: 1 in 4 advanced TV campaigns use 1st-party data

Videology, a software provider for converged TV and video advertising, has released its Q4 2016 US TV & Video At-A-Glance report. According to the report, in the second half of 2016, more than one-fourth of advanced TV campaigns used their own first-party data for targeting. These data segments could include past purchase history, website visits, registration data or loyalty data, and offer brands a way to utilize their direct relationship with customers for more relevant advertising.

Additionally, over the past 12 months, Videology has seen a 273 per cent increase in spending on linear TV advertising campaigns and an 840 per cent increase in the number of linear TV impressions available to be bought and sold programmatically.

“Brands and agencies have a huge amount of owned data, created through their direct relationship with consumers,” said Scott Ferber, Founder and CEO, Videology. “By layering this first-party customer data into TV campaigns, brands deliver a far more tailored and granular advertising experience, ultimately resulting in greater ROI on their ad spend. This should be, and is becoming, a priority for anyone with access to owned data. I expect we will see this trend grow exponentially in the coming years.”

Digital Video Insights

For digital-focused campaigns, demographics remained the key focus for targeting, used on 100 per cent of campaigns. This stat follows recent survey findings showing 51 per cent of agency marketers feel that combining demo targeting with other targeting methods (such as behavioural or sales-based) is effective in driving conversions.

Behavioural targeting was used on 33 per cent of campaigns with a custom behaviour segment used most frequently. Surprisingly, even during a heavy political season, only 4 per cent of campaigns used political behaviours for targeting. TV viewership data also remained an important targeting segment, used on nearly one-fourth of campaigns. Advertiser’s own TV campaigns was the most used TV segment, followed by daytime programming, drama programming and competitor’s TV advertising schedule.

In campaign goals, view-through rate was the highest chosen objective (42 per cent) followed by viewable rate (31 per cent) and click through rate (24 per cent). Among advertisers that chose viewability as an objective, the MRC standard remained the most frequently used (90 per cent) followed by custom, more stringent, standards (10 per cent).

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