Advertisers are increasingly using TV audience data to better inform their digital video campaigns and produce more cohesive cross-channel advertising campaigns, says Videology.
According to an analysis of all impressions run through Videology’s platform in the second quarter, the number of US video campaigns using TV audience data to target specific TV audiences with digital video almost doubled since the first quarter, jumping 91%.
Videology’s 2nd Quarter U.S. Video Market At-A-Glance analysis also found that of the TV data segments used by advertisers, 28% of them were “custom-created,” meaning they were built specifically by the advertiser to reach discrete audiences based on their goals. Custom segments may include, for example, reaching audiences who were unexposed or underexposed to a brand’s ad on TV, or targeting audiences based on their exposure to a competitor’s TV ad.
Similarly, brands continued to plan digital video campaigns across multiple screens – 70% of digital video campaigns ran across more than one device, a stark difference compared to just a year ago, when only 22% of all campaigns ran cross-device (Q2 2014). Even more striking, last quarter 44% of all digital video campaigns ran across three devices—PC, mobile and connected TV–compared to only 5% in Q2 2014.
Additionally, the analysis found that brands are placing increasing importance on viewability measurements; in Q2, 31% of campaigns were specifically optimized for viewability – a 165% increase over the same period last year.