US TV ad spend up 60% in 2017

According to the Q3 2017 US TV & Video Market At-A-Glance report from Videology, a software provider for converged TV and video advertising, spending on linear TV campaigns in the Videology platform using advanced data grew 60 per cent for the first three quarters of 2017, compared to the same time period last year.

The report found that advanced linear TV spending is coming from an array of categories with Pharmaceutical, Travel and CPG ranking as the top categories spending the most on data-enabled TV in Q3 2017.

In addition, similar to last quarter, the report found that over 96 per cent of campaigns ran across screens, with 60 per cent of those containing a Connected TV (CTV) component. Furthermore, since 2015, there has been an over 200 per cent increase in the amount of ad requests for CTV. The amount of impressions running exclusively on CTV in Q3 2017 grew by over 18 per cent from the prior quarter. The report also found that CTV campaigns leveraging Behavioural segments tended to use Auto segments and Audience Category segments. Other top segments were Lifestyle and Shopping & Retail.

“Advanced Linear TV and Connected TV offer advertisers a wealth of opportunities for increased targeting and more accurate measurement,” said Mark McKee, EVP, Marketing & Sales, North America, Videology. “It’s no surprise that we’re continuing to see these channels grow in our platform, and we don’t expect them to slow down anytime soon.”

The report also highlights the fact that advertisers continue to take advantage of their own first-party data in both digital and TV. Since the beginning of 2016, 17 per cent of data-enabled TV campaigns have used their own first-party data for targeting. So far in 2017, the number of digital campaigns using first-party data has more than doubled since 2016, and is up over five times since 2015.

Additional key findings of Videology’s Q3 report include the following:

  • Preferences in buying digital video campaigns was mostly stable from the prior quarter with most advertisers buying campaigns on a TV-like guaranteed basis.
  • In digital video campaigns, the use of TV viewing segments for digital targeting was up sharply from last quarter – upward of 200 per cent – and the top TV viewing segments were Advertisers’ TV Schedule, Daytime Programming and Sports.
  • Most digital video campaigns utilised Geo targeting during the quarter, followed by Behavioural Targeting and Skippability Status.
  • Similar to the prior quarter, 59 per cent of digital video campaigns that ran with an objective chose view-through rate (VTR), followed by click-through rate (CTR) at 34 per cent.
  • 30-second ads accounted for 59 per cent of the total inventory, up 11 per cent from the prior quarter.

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