Advertising

Videology report: advertisers doubling down on digital video with TV data

By Adam Flomenbaum | Co-Executive Editor

February 23, 2016 | 3 min read

Videology, a leading platform in the programmatic video and TV advertising space, released its “4th Quarter U.S. Video Market At-A-Glance” report.

Looking at all impressions run through its platform last quarter, Videology found that there was a 114% increase year-over-year in digital video campaigns that leveraged TV audience data to target with. Advertisers understand that TV spend is still extremely important, but they also understand that they need to double down on these efforts across platforms to maximize reach and effectiveness.

“As the siloes between TV and video continue to break down, advertisers are utilizing the unique attributes of each to bring additional value to the mix. A big part of this is the use of data to provide deeper insights into consumer targeting and consumption, which we saw in this analysis,” said Scott Ferber, Chairman and CEO, Videology. “The big win in this area is to connect these insights across both TV and video, and that’s exactly what we can achieve through our direct integration with Nielsen. The ability to provide bi-lateral insights across digital and TV is changing the game for advertisers and driving exceptional efficiencies. This is one trend that we can expect to grow big time.”

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Below, additional findings from the report followed by an infographic:

- The top verticals running video campaigns were consumer goods (36%), restaurants (11%), and automotive (10%).

- The total number of campaigns leveraging mobile increased by 700% year-over-year, accounting for 86% of all campaigns.

- More than four out of five digital campaigns currently utilize a cross-screen approach. In just one year, the number of cross-screen campaigns has grown well over 50%.

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