Nearly 20% of Linear TV Campaigns in the Videology Platform Employed an Advertiser’s Own First-Party Data for Strategic Targeting
Videology – a leading software provider for converged TV and video advertising — recently released its Q4 2017 U.S. TV & Video Market At-A-Glance report.
According to the report, since 2015 there has been a 175% increase in the number of ad requests for Connected TV in the Videology platform. Impressions have skyrocketed as well. The report found that the number of impressions running exclusively on Connected TV grew 230% from last quarter.
Advertisers employed a range of targeting approaches for Connected TV, with the most popular segments being Shopping & Retail, Lifestyle, and Demo. For the first time, the report also looked at top devices targeted in Connected TV, and found that Roku devices were the most popular, followed by video game consoles (i.e. Xbox) and Amazon Fire TV.
According to the report, advertisers were also increasingly committed to using their own first-party data.
In Q4 2017, 18% of TV campaigns on the Videology platform using
digital targeting leveraged an Advertiser’s own first-party data.
Additionally, over the course of the year, Videology saw 15x growth in the number of campaigns using their own first-party data for online video campaigns. The top advertiser categories using first-party data were Health & Wellness, Food & Drink, and Auto brands.
Looking back to 2015, the report revealed that the number of overall linear TV campaigns in the Videology platform grew 9x over the past two years. The top categories spending on Data-Enabled TV were Health & Wellness, Travel and CPG advertisers.
“Advanced TV is growing in all of its forms – from Data-Enabled to Connected TV. In just the past two years, we have seen these categories explode, as more advertisers are seeing the benefit of bringing data to the entire marketing funnel for targeting, optimization and measurement across all screens where consumers are viewing content,” said Mark McKee, EVP, North America.
Many advertisers in Q4 2017 chose to run their video campaigns across multiple screens: in fact, 97% of campaigns ran across multiple screens, with 60% of those containing a Connected TV component.
Advertisers also chose to use TV viewing segments in order to reach their audience on digital video. The most popular approach was to use their TV schedules to “fill in the gaps” and extend reach with digital video. Sports programming and News programming were also popular TV viewing segments.
Additional key findings of Videology’s Q3 report include the following:
- Most digital video campaigns utilized Geo-targeting during the quarter, followed by Behavioral Targeting and Skippability Status.
- Nearly all advertisers bought digital video campaigns on a guaranteed CPM, which is a TV-like approach.
- Half of the digital video campaigns in the quarter that ran with an objective chose View-Through Rate, while 27% selected Click-Through Rate and 22% chose Viewable Rate.
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