Online video ad campaigns make dash to multiscreen

DetailsEditor | 18 February 2015

UK marketers are increasingly embracing more sophisticated methods of targeting and execution, in particular multiscreen online video solutions, says research from Videology.

VideologyQ4reservchThe Fourth Quarter UK Video Market-At-A-Glance survey found that practically four-fifths of all UK online video ad campaigns on Ideology's platform ran on more than one screen, such as PCs and mobiles. This represented a 12% quarter-on-quarter increase, and a 62% increase since the first quarter of the year. Campaigns running together on PC, mobile and connected TV devices increased from 53% in Q3 to 63% in Q4.

Videology also found that targeting was being increasingly adopted. The majority (53%) of all ads run were served using advanced targeting a 66% rise compared with the same period in 2013. Campaigns targeted audiences based on a series of characteristics, including behavioural patterns, allowing marketers and advertisers to deliver campaigns that had been served to a relevant consumer-base.

"Our analysis shows marketers are increasingly looking to target consumers based on their behaviour patterns, rather than simply geographic or social grade," commented Videology UK managing director Rich Astley. "Behavioural targeting is giving them the opportunity to reach those audiences most likely to convert purchasers, and effective data is at the heart of this. Advertising strategies are also more and more impacted by cross-screen video consumption by the consumer, with four out of five campaigns in the UK now running across multiple screens. This movement to multi-screen strategies underlines the superior results that marketers are seeing from sophisticated planning that targets the right audience group at the right time, whatever their device of choice."