Advertisers continue to favour guaranteed ad buying


Details

Joseph O'Halloran

| 27 November 2015




Research from Videology has found that 90% of advertisers are buying their ads in a guaranteed, programmatic way.



The converged TV and video advertising provider’s Third Quarter UK Video Market At-A-Glance analysis says that as television and video buying continues to converge, advertisers are taking advantage of digital video and buying it in the same, guaranteed way that they would TV advertising.

The data also found that almost two-thirds of all campaign media was via upfront guaranteed buys or via fixed price open volume buys as advertisers looked to lock in premium inventory during a period of high demand and to ensure overall media quality. In addition, 83% of campaigns impressions were delivered via video ad serving templates (VAST) and VPAID reached 17%, growing from 13% in Q2.

This number, said Videology, was representative of a change in the industry, as advertisers turn to viewability as one of the top KPIs for their media spend as regards online video. Measuring viewability requires a VPAID integration with supply partners, thus the importance of VPAID. In the UK, the overall viewable rate stands at 54%.

The analysis also found that just more than three-quarters of all UK campaigns are running on more than one device in Q3 2015.

“The fact that more and more advertisers are turning to multi-screen campaigns is of no great surprise. Instead of thinking in terms of device planning, advertisers are focusing on the consumer, and using data to reach audiences wherever they are consuming content,” said Rich Astley, UK managing director, Videology. “It’s all about finding the right mix of screens to deliver the best outcomes for a given brand. The industry, as a result, is responding to a change and deploying campaigns across screens.