More than 90 per cent of video advertisers are buying ads in a TV-like way, according to Videology’s Q1 2014 report, with guaranteed CPM the basis for the vast majority of ads bought.
The video platform’s first quarter research showed that video advertisers bought ads in much the way they do on TV, although figures showed a shift towards a screen-agnostic approach to buying with a quarter of all campaigns running across three screens. Advertisers still focused primarily on desktop, however, at 69 per cent, while only one per cent of advertisers spent solely on mobile video ads.
The report was based on 678 million impressions delivered via Videology’s platform and chairman and CEO Scott Ferber concluded that traditional TV advertisers were seeking the same guarantees for their spend on video as TV. Ninety-six per cent of advertisers bought video ads based on a guaranteed CPM.
“While many of the headlines have focused on the use of real-time bidding, reserved buying at a fixed CPM remains the mainstay of TV-centric advertisers buying video in a programmatic fashion,” he said.
“As television and video continue to converge, the same advertisers who rely on the guaranteed, time sensitive delivery offered by television are looking for those same guaranteed in video.
“Reserved, automated buying has always been a mainstay of our offering. Clearly, it resonated with advertisers using the platform as nine out of every 10 campaigns are purchased this way.”
The report also showed that the share of advanced ads in the UK increased by 129 per cent year on year as a result of improved targeting capabilities, while 30-second ad formats were the most popular on the platform following an eight per cent rise quarter-on-quarter.
Meanwhile, FMCG advertisers accounted for 26 per cent of impressions on the Videology platform, a share increase of 37 per cent quarter-on-quarter. The financial services sector doubled its share year-on-year to 16 per cent. Entertainment brought in 15 per cent of impressions, automotive brought in eight per cent, retail seven per cent and travel accounted for five per cent.