NEW YORK, July 27, 2017 /PRNewswire/
-- Videology – a leading software provider for converged
TV and video advertising—today released its Q2 2017 U.S. TV &
Video At-A-Glance report. According to the report, spending on
linear TV campaigns in the Videology platform using advanced data
grew 150% quarter over quarter from Q1 2017 to Q2 2017.
Videology continues to see an increasing number of advertisers
using their own first-party data for targeting. So far in 2017,
impressions on the Videology platform using first-party data have
grown 50% since 2016, and more than tripled when compared to 2015.
For Advanced TV in particular, 25% of campaigns have utilized
advertisers' own first-party data over the past six months.
The report also found that the number of Connected TV (CTV) ad
requests have grown exponentially over the last three years. In
fact, when comparing H1 2015 to H1 2017, Videology saw a 300%
increase in the number of ad requests for CTV. So far in 2017, the
number of advertisers running a campaign exclusively on CTV
is 21% higher than those who did so in all of last year.
Furthermore, 93% of campaigns utilized some type of
cross-screen approach, and over half of all digital video campaigns
included a CTV component.
"We are seeing clear movement this year in advertisers' use of
advanced TV campaigns, as well as greater interest in tying data
sets across devices. Quantitatively, this is reflected within our
platform," said Scott Ferber,
Founder and CEO, Videology. "Our vision of a converged TV and
digital video world where planning and buying flows seamlessly
across screens has progressed from an evolving concept, to the
reality of today's TV advertising ecosystem."
Highlights of Videology's Q2 report include the following key
findings:
- Most advertisers bought campaigns on a TV-like guaranteed
basis.
- Among all digital video campaigns, the top targeting criteria
included geographic targeting (86%), followed by behavioral
targeting (63%). Other targeting criteria included skippability,
frequency caps and postal codes.
- Similar to the prior quarter, the majority of digital video
campaigns were optimized toward view-through rate (VTR) at 60%.
Viewable rate was the second most used objective at 41%.
- 53% of advertisers used viewability in conjunction with another
campaign objective.
Additional details and the full report, "Videology's Q2 2017
U.S. TV & Video Market At-A-Glance," can be found here.
About Videology:
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.
Media Contact:
Zinnia Gill
Communications Lead, Videology
zgill@videologroup.com
(845) 807-2799
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SOURCE Videology