Videology (videologygroup.com), one of the world’s leading video advertising technology platforms, found U.S. marketers are embracing more sophisticated methods of targeting and execution compared to a year ago.
According to an analysis of Videology’s platform in the fourth quarter, 94% of U.S. advertisers ran video campaigns with some form of advanced ad targeting – a 38% increase in the use of this targeting year-over-year – using data to reach intended consumers based on attributes beyond age and gender demographics, such as by their behavioral or purchase patterns.
The use of advanced targeting in the U.S. – which grew gradually on the Videology platform throughout 2014 – comes on the heels of another recently released Videology study that shows advanced targeting improved viewability rankings significantly compared to those targeted by demographics only.
Videology’s analysis, titled the Fourth Quarter U.S. Video Market At-A-Glance, also found 51% of advertisers ran their campaigns on more than one screen (e.g., PC and mobile) in Q4 2014, compared to just 17% in Q1 2014. Specifically, 39% of all Q4 2014 campaigns ran on PC, mobile and connected TV simultaneously, compared to just 6% in Q1 2014.
“Our most recent Q4 analysis, especially when looked at on a trending basis, paints a very clear picture of the impact that consumer convergence is having on marketing strategies,” said Scott Ferber, Chairman and CEO of Videology. “The majority of video campaigns are now running on more than one screen. That’s a huge statement that underscores marketers’ growing adoption of cross-screen strategies, and most importantly, the superior results that they’re seeing from multi-screen advertising.”
Other key findings from the Fourth Quarter U.S. Video Market-At-A-Glance include:
- 94% of video campaigns were bought in a guaranteed, TV-like fashion (as opposed to RTB), up from 91% in Q3.
- 41% of all video campaigns ran on a connected TV in Q4, compared to just 7% to begin the year in Q1.
- For the first time in over three years, Auto advertisers made up the majority of impressions on the Videology platform (19%), taking the throne from CPG (15%). The decrease in the share of CPG ads comes as a result of a growth in the diversification of ad categories.
Videology (videologygroup.com) is one of the world’s leading video advertising technology platforms. 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.