Videology expects TV-like buying continuing to dominate

Videology – one of the world’s largest video advertising platforms – today released its second quarter 2014 findings on the video advertising market in the UK, which reveals that almost all online video advertisers are buying their ads in a TV-like way.

“Reserved buying at a fixed CPM is now fully embedded as the way for advertisers to buy video,” says Rich Astley, UK managing director, Videology. “As television and video buying becomes more converged advertisers want to know they can purchase video in the same way regardless of which screen it will be broadcast on. Guaranteed, programmatic buying is at the core of our offering, and it is clearly having an effect, as 9 out of every 10 campaigns are purchased in this way.”

According to the analysis, which is based on 852 million impressions delivered via Videology’s platform from 1st April to 30th June 2014, 96% of advertisers bought video ads in a guaranteed way, with only 4% using the cost per action model.

Highlights include:

  • Over 90% advertisers in Q2 were buying their online video ads the same way they do on TV – in a reserved fashion, at a guaranteed CPM
  • Screen-agnosticism continues to grow, with the share of campaigns running across PC, mobile and connected TV doubling over the quarter
  • The use of advanced targeting continues to grow, having seen a 65% increase in share year-on-year
  • While :30 second ads remain the most popular, retaining a 66% share, :20 second ads increased their share by 30% quarter-on-quarter
  • FMCG advertisers made up a majority (40%) of the impressions on the Videology platform – increasing its share 54% quarter-on-quarter. The retail sector also saw an 71% increase in its share year-on-year to 12%

The full UK Video Market At-A-Glance and other country-specific versions are available on the Videology website.


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