UK advertisers are increasingly planning their video strategies holistically, with 84% of all UK campaigns in Q1 2015 conducted across more than one device, according to new research.
The study, from ad tech firm Videology (videologygroup.com) indicates that the total number of campaigns delivered across multiple screens was 84%, compared to 79% in the previous quarter.
“More and more marketers are turning to a more holistic approach to their campaigns, driven by the proliferation of mobile devices and the need to cater to consumer convergence,” said Rich Astley, managing director, Videology UK. “Addressing consumer’s needs across multiple screens is becoming an imperative for advertisers, and with the increasingly sophisticated mobile market showing no sign of slowing, it is mobile devices that will play a major role as part of successful cross-screen strategies.”
The analysis also found that UK advertisers are primarily choosing to run their campaigns on medium to larger size players, with 63% of all campaign impressions run across such players. This illustrates advertisers’ preference for premium quality content, and highlights the fact that larger player size engages more visitors and delivers a richer, more compelling experience.
The study also shows that advertisers are continuing to buy their digital video ads as they do for TV, on a guaranteed CPM basis – 96% of advertisers did so in Q1. TV has been a reliable resource for advertisers, so the majority of TV advertisers are taking advantage of digital video and buy it in the same way.
Being in an industry that changes so quickly, we’re always adding new insights around topics that are becoming more relevant to video advertisers in our quarterly infographics. Other key findings include:
• The majority of UK impressions in Q1 were served on entertainment websites, making up 59% of all the impressions, the same figure as Q4 2014
• Financial services advertisers increased spend in Q1, making up 18% of all impressions, compared to 16% in Q1 2014
• In the UK, the overall viewable rate in Q1 2015 stands at 51%