Linear TV sees triple-digit increase in ad spend | Ad Tech | News | Rapid TV News
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There has been a 273% increase in spending on linear TV advertising campaigns and an 840% increase in the number of linear TV impressions available to be bought and sold programmatically in the last 12 months, according to Videology.

videology 2 Augits 2016The advertising platform’s Q4 2016 US TV & Video At-A-Glance report, view-through rate was the highest chosen objective for campaign goals (42%), followed by viewable rate (31%) and click-through rate (24%). Among advertisers that chose viewability as an objective, the MRC standard remained the most frequently used (90%), followed by custom, more stringent, standards (10%).

The report also found that, in the second half of 2016, more than a quarter of advanced TV campaigns used their own first-party data for targeting. These data segments could include past purchase history, website visits, registration data or loyalty data, and offer brands a way to utilize their direct relationship with customers for more relevant advertising.

“Brands and agencies have a huge amount of owned data, created through their direct relationship with consumers,” said Scott Ferber, founder and CEO, Videology. “By layering this first-party customer data into TV campaigns, brands deliver a far more tailored and granular advertising experience, ultimately resulting in greater ROI on their ad spend. This should be, and is becoming, a priority for anyone with access to owned data. I expect we will see this trend grow exponentially in the coming years.”

For digital-focused campaigns, demographics remained the key focus for targeting, used on 100% of campaigns. This stat follows recent survey findings showing 51% of agency marketers feel that combining demo targeting with other targeting methods (such as behavioural or sales-based) is effective in driving conversions.

Behavioural targeting was used on 33% of campaigns with a custom behaviour segment used most frequently. Surprisingly, even during a heavy political season, only 4% of campaigns used political behaviours for targeting. TV viewership data also remained an important targeting segment, used on nearly a quarter of campaigns.