Advertising tech platform Videology is reporting a 50% quarter on quarter increase in the share of behaviourally targeted ads.
Videology’s recently released Third Quarter UK Video Market At-A-Glance found advertisers are increasingly running video campaigns across multiple devices, including computers, mobile and connected TV, and showed that 66% of all UK online video ad campaigns on Videology’s platform ran on more than one screen (e.g., PC and mobile), representing a 2x increase since Q1.
More specifically, campaigns running together on PC, mobile and connected TV devices increased from 25% in Q1 to 53% in Q3, and campaigns running together on PC and mobile jumped from 5% to 12% during the same time period.
The finding that cross-screen advertising is increasing comes on the heels of Videology’s recent announcement of a dedicated TV practice to help expand its cross-screen advertising solutions for its clients, including agencies, advertisers and media companies.
“In this fragmented media world, it’s clear that marketers see the value in using data to reach their consumers across the many screens they’re interacting with each day,” comments Scott Ferber, Videology Chairman and CEO. “The growth in cross-screen campaigns validates this trend, and is further proof that advertisers are seeing enhanced performance in reaching consumers across multiple devices.”
Other key findings from the Third Quarter UK Video Market-At-A-Glance include:
- 95% of video campaigns were bought in a guaranteed, TV-like fashion (as opposed to RTB)
- 32% of all impressions running on the platform in Q3 were FMCG ads, more than any other category; however, this represents an 8 percentage point quarter on quarter decrease for FMCG due to the diversifying roster of categories using video
- 61% of impressions on the platform landed on Entertainment websites – a 20% increase in share YOY
- 69% of all ads in Q3 were 30 second spots, a 15% increase year on year