Enhanced Capabilities Drive Increase In Advanced Linear TV Advertising
Videology – a leading software provider for converged TV and video advertising – today released its Q2 2016 U.S. Video At-A-Glance report. According to the report, the growth in programmatic TV capabilities is driving more marketers to embrace solutions that go beyond age and gender to find linear TV programs, networks or dayparts that index highest for their strategic audience. Quarter-over-quarter spending on linear TV campaigns in the Videology Platform increased by 50% from Q4 2015 to Q1 2016, and by 74% from Q1 2016 to Q2 2016.
“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.”
In related news, more and more marketers are recognizing the importance for in-demo delivery of campaigns, a metric originating from the traditional methods of non-programmatic TV buying. Videology found that 41% of campaigns that ran in Q2 requested ratings verification from a 3rd party measurement provider, such as Nielsen Digital Ad Ratings, or comScore validated Campaign Essentials (vCE). This is a 115% increase year-over-year from the 19% of campaigns requesting this in Q2 2016.
Additionally, as the siloes of TV and digital video further converge, marketers are continuing to leverage TV viewing data to inform their cross-screen strategy. In fact, 14% of digital video campaigns that ran Videology’s platform in Q2 2016 used TV data segments such as their TV schedule, a competitor’s TV schedule, or viewers of news programming, to target their digital video campaigns.
Beyond TV segments, advertisers embraced data sources such as demographic data (100%), geographic data (68%) and consumer behavior attributes (63%).
Viewability also remains a key focus for advertisers. Of all campaigns that ran in Q2, 43% of them used viewable rate as an objective KPI. Of those campaigns, 89% chose to measure viewability using the MRC standard (50% of pixels on screen for at least two consecutive seconds) while the additional 11% chose to use their own custom standard for determining if an ad was viewable.
Videology is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.