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Majority of UK's online video advertisers expect to trade TV in ‘screen-agnostic’ way, says Videology

UK advertisers are increasingly expecting to trade video ads in a screen-agnostic way, meaning the majority (96 per cent) are now buying their online video ads as they would their TV ones, according to data from addressable audience platform Videology.

The figures, based on 852 million impressions delivered across the platform in the second quarter this year, revealed that 96 per cent of advertisers bought their ads in a reserved fashion at a guaranteed CPM, while only four per cent used the cost-per-action model.

Rich Astley, UK managing director, Videology , said: “As TV and video buying becomes more converged advertisers want to know they can purchase video in the same way regardless of which screen it will be broadcast on. Guaranteed, programmatic buying is at the core of our offering, and it is clearly having an effect, as nine out of every 10 campaigns are purchased in this way.”

Advanced targeting methods, including behavioural, day-part and geo-location, are also becoming more popular, surging 65 per cent increase in share year on year. Just over half (56 per cent) still use the traditional demographic targeting alone, while only one per cent used both advanced and demographic – the lowest ever percentage to use a hybrid approach.

FMCG brands continue to be the most dominant online video spenders, with 40 per cent of the total impressions coming from that vertical – up 54 per cent quarter on quarter. Retail saw a 75 per cent hike, although still only accounted for 12 per cent of all impressions during the quarter.

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