Videology Sees Major Growth in Cross-Screen Measurement Usage in Q2
- Cross-platform analysis including TV and online video accounted for 28% of all advanced measurement analytics run through the Videology platform in Q2
July 23, 2014 --
NEW YORK, July 23, 2014 /PRNewswire/ --Videology one of the world's largest video advertising platforms today released its 2nd quarter 2014 findings on the video advertising market in the United States, which shows advertisers are measuring cross-screen campaigns at a much higher rate compared to Q1.
"In Q2, in conjunction with the television Upfronts and digital NewFronts, we began an aggressive campaign to educate the market on the tools now available to plan and measure television and video holistically across platforms, utilizing media mix modeling to determine optimal allocation across screens," said Scott Ferber, Videology Chairman and CEO. "Our analysis of Q2 campaigns shows that advertisers are beginning to embrace these tools. We expect the real uptick to come in 2015, but we are clearly on an upward trend. Momentum and mindset have shifted toward cross-screen conversion."
According to the analysis, which is based on 1.8 billion impressions delivered via Videology's platform from April through June 2014, 28% of advertisers using some form of advanced measurement requested a cross-screen analysis. In comparison, only 4% opted for cross-screen measurement in Q1. Other forms of advanced metrics used by advertisers in Q2 included brand metrics such as awareness and purchase intent (34%), offline sales measurement (24%); and action metrics based on desired online behaviors (14%).
The sharp increase in cross-screen measurement in Q2 also comes in conjunction with a 38% increase in cross-screen campaigns quarter-over-quarter. In particular, campaigns running on both PC and mobile increased 70% quarter-over-quarter.
Additional highlights from the Q2, 2014 U.S. Video Market At-A-Glance infographic include:
- Nearly nine in10 digital videocampaigns in Q2 were purchasedin a TV-like, reserved fashion, with guaranteed CPMs as opposed to RTB pricing models.
- 47% of all campaigns using third-party audience verification such as Nielsen's Online Campaign Ratings or comScore's validated Campaign Essentials requested guaranteed delivery.
- CPG ads accounted for the most impressions on the platform in Q2 (22%), followed by financial services (11%), which also saw the most growth on Videology's platform YOY.
- While the popularity of 15 second ads was on the rise for four consecutive quarters prior to Q2, 54% of impressions were 30 second ads, a 15% increase quarter-over-quarter.
- The share of "Advanced Targeted" ads, which use targeting capabilities such as behavioral and domain targeting, increased from 44% in Q2, 2013, to 73% this past quarter.
Videology (videologygroup.com) is one of the world's largest video advertising 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.
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, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Tokyo, Singapore, Sydney and sales teams across North America.
For more information, contact Michele Skettino at Michele@videologygroup.com or 212-231-7853.
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