Advertisers are no longer treating TV and video in isolation, but are instead taking an integrated approach to broadcast planning and buying, according to the latest report from Videology, a software provider for converged TV and video programmatic advertising.
Videology’s report covers the first quarter of 2015 and takes in 229 digital video campaign impressions from 528 campaigns. Videology operates over half of programmatic video ads in Australia and the report takes in campaigns from 102 brand advertisers.
The report reveals a significant increase in campaigns designed for both desktop and mobile screens, with 69 per cent of all campaigns running on more than one device in the first quarter of 2015, up from just just 24 per cent the year before.
Sarah Wyse, managing director ANZ, Videology said: “Despite advertisers intuitively knowing that they should be spreading their budgets across TV and video, there has been no scientific proof, via a panel-based measurement system, to suggest the optimal allocation of budget.”
The findings are a sign that advertisers are catching up to where audiences are consuming media.
The trend in online video continues toward bigger and shorter, with 65 per cent of all video impressions in large formats, an increase on the year before, while small formats fell to just 7 per cent, reflecting a boost in viewability and advertiser confidence in online video.
There is a tendency towards shorter, more interactive spots as 15 second creative accounted for 68 per cent of all video impressions, ahead of 30 second spots on 32 per cent, down 5 per cent from the previous quarter.
The top five ad categories to deliver impressions were FMCG, automotive, financial services, travel and retail, with very slight differences in view-through-rates (VTR) across the categories.
Videology expect that advertisers will continue to approach digital video as a branding medium, given that view-through-rate was the most frequently requested (81 per cent) campaign KPI in the report period.