"We're seeing two big shifts in linear TV advertising: marketers want to use more data to further segment their audiences beyond age/gender and suppliers want to increase yield by packaging data with inventory," said Scott Ferber, Founder and CEO, Videology. "As both of these objectives become more common, we're seeing more and more linear inventory come into the 'advanced' TV marketplace. There remains a fine balance between the ability to achieve scalable reach and precision targeting, but both advertisers and media companies are seeing the value in bringing data into the equation."
Digital Video Insights
For digital-focused campaigns, more than a fourth used TV-segments to target audiences, with advertisers' own TV ad schedule as their top segment choice. This metric shows a continued focus on serving holistic video campaigns across both TV and video. In these situations, advertisers most frequently employ one of two strategies:
- Serving a digital video ad to audiences that were underexposed or not exposed to their TV commercialâ€”in order to increase reach.
- Serving a digital ad to audiences that were exposed to their TV adâ€”often with a lower-funnel message that encourages some kind of actionable response.
Beyond TV segments, advertisers embraced data sources such as demographic data (100%), geographic data (71%) and consumer behavior attributes (33%). Of the behavioral segments chosen, the top categories included advertisers created their own custom segment (26%), advertisers focused on auto-purchase related behaviors (18%) and advertisers focused on CPG-related behaviors (7%).
In campaign goals, view-through rate was the highest chosen objective (54%) followed by viewable rate (41%) and click through rate (34%). Among advertisers that chose viewability as an objective, the MRC standard remained the most frequently used (90%) followed by custom, more stringent, standards (10%).
The full report, "Videology's Q2 U.S. Video Market At-A-Glance," can be found at this link.
Videology ( videologygroup.com) 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.
For more information, contact Landin King at Email Contact or 931-252-5472.
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