Videology has found that view through rate is now the priority for UK advertisers when establishing campaign objectives.
According to an analysis of all impressions run through Videology’s platform in the second quarter 2015, 50% of UK advertisers are choosing it as a top KPI to measure the effectiveness of their media spend.
Videology’s 2nd Quarter UK Video Market At-A-Glance analysis also found that brands continued to plan digital video campaigns holistically, with 80% of all UK campaigns running on more than one device in Q2 2015. The UK advertising industry has seen significant growth in the adoption of multi-screen campaigns, with a 28% increase in adoption since Q2 2014. Multi-screen campaigns are significantly higher in the UK than in the rest of Europe, with research showing that 63% of EMEA campaigns were run across more than one device.
The analysis also found that the overwhelming majority of advertisers in the UK are choosing to run their campaigns on medium to large size players, with 71% of advertisers preferring premium quality content.
Natan Edelsburg (Shorty Awards & Muck Rack) , Jason Krebs (Maker Studios) and Dennis Beste (nexx.tv) will be looking at ‘Social Media and Short Form Video’ at TV Xperience’ (October 6th-7th 2015, Hilton Times Square, New York). Click here for more info.