TV and online video ad buying are converging, according to a report by software provider Videology, with 64% of all online campaign media being purchased via upfront ‘guaranteed buys’ or via fixed price ‘open volume buys’ as advertisers looked to lock in premium inventory during a period of high demand.
According to Videology’s Q3 UK Video Market at a Glance report, 83% of campaigns impressions were delivered via video ad serving standard Video Ad Serving Templates (VAST), while 17% were delivered by Video Player-Ad Interface Definition (VPAID), a specification to define interaction between ad units and video players, up from 13% last year. VPAID enables measurement of ‘viewability’ through enabling communication between video players and different ad servers
The research also found that 78% of all UK campaigns were running on more than one device in Q3 2015.
“The fact that more and more advertisers are turning to multi-screen campaigns is of no great surprise. Instead of thinking in terms of device planning, advertisers are focusing on the consumer, and using data to reach audiences wherever they are consuming content. It’s all about finding the right mix of screens to deliver the best outcomes for a given brand. The industry, as a result, is responding to a change and deploying campaigns across screens,” said Rich Astley, UK managing director, Videology.