Videology, a software provider for converged TV and video advertising – has found that view through rate is now the priority for UK advertisers when establishing campaign objectives.
According to an analysis of all impressions run through Videology’s platform in the second quarter 2015, 50 per cent of U.K advertisers are choosing it as a top KPI to measure the effectiveness of their media spend. Videology’s 2nd Quarter UK Video Market At-A-Glance analysis also found that brands continued to plan digital video campaigns holistically, with 80 per cent of all UK campaigns running on more than one device in Q2 2015. The UK advertising industry has seen significant growth in the adoption of multi-screen campaigns, with a 28 per cent increase in adoption since Q2 2014. Multi-screen campaigns are significantly higher in the UK than in the rest of Europe, with research showing that 63 per cent of EMEA campaigns were run across more than one device.
Q2 2015 also saw TV advertisers continue to take advantage of digital video as part of a holistic campaign and buy it in the same, guaranteed way as they would a traditional TV buy, with nine out of ten advertisers taking this approach on the Videology platform.
“It is no surprise that a guaranteed, programmatic method has become the de facto means of buying video, with the convergence of TV and video ensuring that advertisers turn to the approach that will offer consistent buying and results across screens,” said Rich Astley, UK managing director, Videology. The analysis also found that the overwhelming majority of advertisers in the UK are choosing to run their campaigns on medium to large size players, with 71 per cent of advertisers preferring premium quality content.
Other highlights from the Q2, 2015 U.K. Video Market At-A-Glance infographic include:
· 42 per cent of all placements used for Q2 campaigns were taken from upfront guaranteed inventory
· 26 per cent of all ads were from the FMCG category in Q2, maintaining the same majority as Q1 2015
· The majority of impressions in Q2 served on Entertainment web sites, with 57 per cent of all the impressions. Sports came in second, with 13 per cent.