Videology`s US video Market at a Glance

U.S. VIDEO MARKET
AT-A-GLANCE Q1 2016
CAMPAIGN TARGETING
(% of Total Campaigns)
100%
All campaigns leveraged demographic targeting
data such as age or gender. Most campaign
targeting was based off of browsing behaviors,
followed by geographic data. TV viewing accounted
for 11% of all campaign targeting, with advertisers
mostly looking to add incremental reach to their
linear TV campaigns.
58%
40%
21%
1%
IN
C
O
M
E
1%
HH
C
Y
ES
AP
S
UA
L
4%
FR
C
EQ
UE
NC
O
NT
E
XT
AR
T
BE
9%
LA BR
NG OW
UA SE
G R
E
10%
DE
VI
C
11%
TV
VIEWING
DA
YP
PO
ST
G
EO
HA
VI
O
RA
L
O
DE
M
AL
14%
MOST USED TV VIEWING SEGMENTS IN Q1
#1 ADVERTISER’S
TV SCHEDULE
#2
SPORTS
VIEWERS
#3
COMPETITOR’S
TV SCHEDULE
#4
MUSIC
PROGRAM
VIEWERS
SHOW
#6 NEWS
VIEWERS
#7
TV DRAMA
VIEWERS
#8
DAY TIME
TV VIEWERS
#9
PRIME TIME
TV VIEWERS
#5
#10
POLITICAL
SHOW
VIEWERS
ADULTS EXPOSED
TO CHILDREN’S
PROGRAMMING
CAMPAIGN OBJECTIVES
52%
48%
38%
4%
1%
VIEWABLE
RATE
VTR
CTR
CPA
The majority of advertisers chose
viewability most often as an objective
for their campaign in the platform,
followed by view thru rate (48%) and
then click thru rate (38%).
CONVERSION
PERCENTAGE
VIEWABILITY
VIEWABILITY STANDARDS
YEAR-OVER-YEAR PERCENTAGE OF CAMPAIGNS
CHOOSING VIEWABLE RATE AS OBJECTIVE
52%
Q1 ‘16
20%
Q1 ‘15
DEFINITIONS
Custom
Standard
12%
MRC Standard
50% of pixels on screen
for at least two
consecutive seconds
Custom Standard
A brand or agency’s
custom selection of
requirements to determine
an ad is viewable, often
more stringent than the
MRC standard.
MRC Standard
88%
The amount of campaigns using viewable rate as
an objective more than doubled year-over-year.
Among the advertisers who chose viewabilty,
the majority of them opted to use the MRC
standard to verify the KPI.
CAMPAIGNS BY DEVICE
PC ONLY
12%
PC, MOBILE,
& CTV
60%
Q1
2016
CTV
<1%
MOBILE
ONLY
3%
50%
PC
& MOBILE
24 %
2015
Mobile continues to
prove its value,
growing 50%
compared to Q1 2015.
GROWTH
OVER Q1
CROSS-SCREEN GROWTH
Year-over-over, advertisers are utilizing a cross-screen approach in 45% more
campaigns (compared to Q1 2015). The bulk of all campaign activity consists of
combined PC, mobile & connected TV placements.
12% of campaigns utilized PC alone, down sharply from last year, when that
category was more than one-third of all placements.
PROGRAMMATIC
BUY TYPE
CPCV
1%
DCPM
3%
AD DURATION
OTHER
4%
15 SECONDS
35%
GUARANTEED CPM
96%
The overwhelming majority of advertisers continued
to buy campaigns on a TV-like, guaranteed basis in
Q1. Advertisers also bought on dynamic pricing
(dCPM) and cost per completed views (CPCV).
30 SECONDS
61%
Thirty second creatives made up the bulk of traffic in
Q1 2016. Fifteen second ads accounted for a little
over a third of all inventory. This is down sharply from
a year ago, when fifteen second ads accounted for
around half.
Videology (videologygroup.com) is a leading software provider for converged TV and video
advertising. By simplifying big data, we empower marketers and media companies to make
smarter advertising decisions to fully harness the value of their audience across screens. Our
science-based technology enables our customers to manage, measure and optimise digital
video and TV advertising to achieve the best results in the converging media landscape.
Source: Videology impressions, USA, January 1st through March 31st 2016.
The data featured within this infographic is extracted quarterly from Videology’s platform and analyzed by our team of experts.