Mobile video ad impressions soared 42 per cent quarter on quarter, taking the total to 33 million impressions in the third quarter, according to figures from addressable audience platform Videology, exclusive to The Drum.
The figures, based on 542,480,118 UK video ad impressions served on the platform between July and September this year, also revealed a 17 per cent hike in the amount of advanced targeting used.
This comprised behavioural, day-part and geo-location targeting, took the total to 201 million impressions quarter on quarter.
Demographic targeting still retained the majority of ad impressions, at 63 per cent of the total impressions, while 28 per cent comprised advanced forms of targeting.
However, there was a sharp drop in the amount of impressions using a hybrid mix of demographic and advanced targeting techniques to only nine per cent – down from 13.5 per cent since the fourth quarter in 2012.
Although some of the changes have been attributed to seasonality, the sharp spike in video ads run across specifically mobile devices, and also the increased use of advanced targeting shows advertisers are becoming “bolder”, according to Videology’s director of product, data strategy & analytics Catherine Hallam.
“Demand in the UK is getting stronger and using data and driving video using advanced targeting is increasing and shows the market is progressing and maturing. Clients are more willing to test more varied forms of targeting and look beyond demographics to behavioural segments and more product and category-based targeting,” she said.
Meanwhile connected TV ads also jumped seven percentage points to nine per cent of all impressions, representing 16,274,404 million impressions in the third quarter.
The figures showed a sharp drop in average ad length, with 20-second ads growing 67 per cent quarter on quarter.
FMCG companies remained the biggest video ad spenders for the third consecutive quarter, accounting for 30 per cent of all video ads on the platform, followed by entertainment at 14 per cent and financial services at 13 per cent, according to Videology.
Videology is now upping its data proposition for advertisers, having partnered with digital marketing tech firm AudienceScience. The deal means Videology can access additional layers of granular data including behavioural and inferred demographic data for approximately 95 per cent of UK and Irish internet users, totalling 57 million people.
Videology will now have access to more than 100 segmented profiles of these users, meaning it can drill down into behavioural sub-categories with tailored messaging for advertisers who want more granular targeting.
The profiles are sourced from a range of vertical websites with content including automotive, business, lifestyle, sport and shopping. Consumer on-site activity is used to define both behavioural interests, but also socio-demographic groups and status, such as mums-to-be and students.