Thursday, May 14, 2015, 9:09 AM ET|Posted by Will Richmond
More evidence that video advertisers are embracing multiscreen strategies: Videology reports that in Q1 '15, 58% of all campaigns on its platform ran on more than one screen, up from just 17% in Q1 '14. Almost half (46%) of campaigns ran on Desktop/Mobile/OTT, vs. 40% on desktop only.
The most popular campaign objectives remained view-through rate and click-through rate, followed by audience verification and viewable rate. Another big shift was that 89% of campaigns ran on VPAID inventory in Q1 '15, up from 52% in Q1 '14. Videology believes this reflects brands' increased appetite for interactivity, creativity and measurability not possible in the VAST format.
Consumer packaged goods (CPG) companies continued to be the most prevalent advertisers, accounting for 25% of Q1 impressions, followed by restaurants (18%), Auto (9%), Alcohol (8%) and Financial Services (7%).
Videology also said 95% of advertisers bought video ads on a guaranteed CPM basis, just as they do with their TV ad buys.
The data is based on 2 billion+ video ad impressions that ran through the Videology platform in Q1 '15. An infographic with the data is here.
(Note: Videology Chairman and CEO Scott Ferber will moderate the opening session at the June 16th VideoNuze Online Video Ad Summit, "TV and Online Video Advertising: Convergence or Divergence Ahead?" with executives from Initiative, Nielsen, Pivotal Research and FreeWheel. Save with discounted early bird registration)
Separate, Videology has announced a partnership with White Ops to help combat fraudulent bot and non-human traffic in online video ads running on the Videology platform. In a study released in late 2014, White Ops found that 23% of online video ad inventory is bot-driven. Fraud and viewability have emerged as two of the biggest concerns among advertisers and content providers, impacting the credibility of the online video ad industry.