Six-fold increase in connected TV ad campaigns over last two years | Ad Tech | News | Rapid TV News
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With advanced TV spend continuing to grow, there has been a six-fold increase in the number of ad requests for connected TV since Q1 2015 with over half (56%) of campaigns now running some connected TV inventory, says research from Videology.

videologuy 4may2017The 2017 US TV & Video At-A-Glance report from the software provider for converged TV and video advertising also revealed continued growth of linear TV, as spending on linear TV campaigns continued to grow consistently year-over-year. It calculated that during the last quarter, spend on advanced TV in the Videology platform grew 60% from 2016 to 2017.

In the past quarter, Videology also saw an increase in the number of advertisers targeting campaigns based on skippability status, which refers to whether inventory is skippable seconds after it starts playing. Nearly a quarter of campaigns in Q1 used this so called ‘skippability’ status as a targeting method. This, said Videology, suggested that advertisers are increasingly requesting skippable inventory as a way to increase customer favourability. Among campaigns that ran with one or more specific objectives in mind, 60% chose view-through rate, 42% selected viewable rate, and 31% chose click-through rate.

“Viewing of video content on traditional digital screens like laptops and mobile phones is huge, as we all know,” explained Videology founder and CEO Scott Ferber. “But the fact is, consumers still love their TV sets. It’s no surprise that connected TV and advanced TV are seeing such spikes — they provide the lean-back experience that consumers know and love, with the targeting opportunities brands are looking for. One of the reasons we’re seeing this growth in connected TV is the incredible targeting methods now available.”

The full version of Q1 2017 US TV & Video Market At-A-Glance can be found here.