Completion rate now the priority for UK online video advertisers



| 12 August 2015

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 of 2015.

In its 2nd Quarter UK Video Market At-A-Glance analysis, the provider of software for converged TV and video advertising found that as much as half of UK advertisers are choosing it as a top KPI to measure the effectiveness of their media spend.

Nine out of ten advertisers on the Videology platform took advantage of digital video as part of a holistic campaign and buy it in the same, guaranteed way as they would a traditional TV buy. The analysis also found that the overwhelming majority of online video advertisers in the UK are choosing to run their campaigns on medium to large size players, with 71% of advertisers preferring premium quality content.

Just over 42% of all placements used for Q2 campaigns were taken from upfront guaranteed inventory. The majority of impressions in Q2 were served on entertainment websites, with 57% of all the impressions. Sports came in second, with 13%.

Videology also found that brands continued to plan digital video campaigns holistically, with four-fifths of all UK campaigns running on more than one device in Q2 2015.

The country's advertising industry was shown to have driven significant growth in the adoption of multiscreen campaigns, with a 28% increase in adoption since Q2 2014. Multiscreen campaigns were significantly higher in the UK compared with the rest of Europe, with research showing that 63% of EMEA campaigns were run across more than one device.

"It is no surprise that a guaranteed, programmatic method has become the de facto means of buying video, with the convergence of TV and video ensuring that advertisers turn to the approach that will offer consistent buying and results across screens," said Rich Astley, UK managing director, Videology.