Advanced TV Q2 ad-spend up 150% from Q1

Videology, a software provider for converged TV and video advertising, has released its Q2 2017 U.S. TV & Video At-A-Glance report. According to the report, spending on linear TV campaigns in the Videology platform using advanced data grew 150 per cent quarter over quarter from Q1 2017 to Q2 2017.

Videology continues to see an increasing number of advertisers using their own first-party data for targeting. So far in 2017, impressions on the Videology platform using first-party data have grown 50 per cent since 2016, and more than tripled when compared to 2015. For Advanced TV in particular, 25 per cent of campaigns have utilised advertisers’ own first-party data over the past six months.

The report also found that the number of Connected TV (CTV) ad requests have grown exponentially over the last three years. In fact, when comparing H1 2015 to H1 2017, Videology saw a 300 per cent increase in the number of ad requests for CTV. So far in 2017, the number of advertisers running a campaign exclusively on CTV is 21 per cent higher than those who did so in all of last year.

Furthermore, 93 per cent of campaigns utilised some type of cross-screen approach, and over half of all digital video campaigns included a CTV component.

“We are seeing clear movement this year in advertisers’ use of advanced TV campaigns, as well as greater interest in tying data sets across devices. Quantitatively, this is reflected within our platform,” said Scott Ferber, Founder and CEO, Videology. “Our vision of a converged TV and digital video world where planning and buying flows seamlessly across screens has progressed from an evolving concept, to the reality of today’s TV advertising ecosystem.”

Highlights of Videology’s Q2 report include:

  • Most advertisers bought campaigns on a TV-like guaranteed basis.
  • Among all digital video campaigns, the top targeting criteria included geographic targeting (86 per cent), followed by behavioural targeting (63 per cent). Other targeting criteria included skippability, frequency caps and postal codes.
  • Similar to the prior quarter, the majority of digital video campaigns were optimised toward view-through rate (VTR) at 60 per cent. Viewable rate was the second most used objective at 41 per cent.
  • 53 per cent of advertisers used viewability in conjunction with another campaign objective.

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