NEW YORK: Digital advertisers in the US are making more effective use of TV audience data to inform their video campaigns and this is making their cross-channel campaigns more cohesive, a new report has claimed.
Videology, a video advertising software firm, analysed all impressions that ran through its platform in Q2 2015 and found the number of video campaigns using TV data to target audience segments increased 91% since the first quarter.
Of those TV viewing segments, 23% were custom-created for specific campaigns with a particular goal in mind, such as reaching audiences who had been exposed to a competitor's advertising campaign.
Scott Ferber, chairman and CEO at Videology, said the findings showed that wide availability of audience data was helping to improve campaigns at the planning stage.
"In this era of convergence, brands are looking for ways to most efficiently and effectively reach their consumers. In most cases, cross-screen planning and buying drives both of these metrics," he said.
"With so much cross-screen data now at advertisers' fingertips, the planning silos between TV and digital video campaigns are truly coming down."
Videology also revealed that 70% of all digital video campaigns ran across more than one device during the quarter, 11 times the amount from the same period last year.
Furthermore, 44% of all digital video campaigns ran across three devices – PC, mobile and connected TV – compared to just 5% in Q2 2014.
Brands also have been placing more importance on viewability metrics, the report said, after finding that almost a third (31%) of campaigns run in the second quarter were specifically optimised for viewability, up 165% year-on-year.
In terms of the most popular TV audience segments used by advertisers in the second quarter, sports came top, followed by political shows, news shows, primetime viewers and then adults exposed to children's programming.
The top five categories for ad impressions were beverages (28%), FMCG (18%), restaurants (11%), auto industry (11%) followed by retail (6%).
Data sourced from Videology; additional content by Warc staff