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How programmatic TV is impacting digital campaigns

Earlier this month Videology, a leading player in the programmatic TV space, released its Q2 2016 US Video At-A-Glance Report. The report showed that programmatic TV is on the rise and advertisers are expanding their targets beyond only age and gender to find their audiences.

“The traditional methods of TV buying are still alive and well, but now, for the first time, we’re starting to see real movement in the use of data and technology for advancing TV advertising efficiencies,” said Scott Ferber, Founder and CEO, Videology. “Through tools like Videology’s DETV™ product, we’re able to go a level deeper in finding and reaching strategic audiences, which provides huge value to both advertisers and TV inventory suppliers.”

It has become a trend in digital for advertisers to care more about reaching the right audience than where the audience is reached. According to the report, 41 per cent of Videology campaigns that ran in Q2 requested ratings verification from a 3rd party measurement providers like Nielsen or comScore, a 115 per cent increase year-over-year from campaigns requesting this in Q2 2016.

It has also become a trend for advertisers to use TV data to inform digital strategies. In Q2 2016, 14 per cent of digital campaigns that ran on Videoloy leveraged TV segments like a competitor’s TV schedule or viewers of TV news programming to target digital video campaigns.

Below, more insights from Videology’s report: