Research from Videology has found that in the first quarter of 2015 advertisers in the UK are increasingly planning their video strategies holistically, with the majority of campaigns now conducted across more than one device.
According to an analysis of Videology’s platform usage from January to March this year, the total number of campaigns delivered across multiple screens was 84%, compared to 79% in the previous quarter.
“More and more marketers are turning to a more holistic approach to their campaigns, driven by the proliferation of mobile devices and the need to cater to consumer convergence,” explains Rich Astley, managing director, Videology UK. “Addressing consumer’s needs across multiple screens is becoming an imperative for advertisers, and with the increasingly sophisticated mobile market showing no sign of slowing, it is mobile devices that will play a major role as part of successful cross-screen strategies.”
The study also shows that advertisers are continuing to buy their digital video ads as they do for TV, on a guaranteed CPM basis – 96% of advertisers did so in Q1.