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First Quarter Analysis Shows Vast Majority of Marketers Bought Video Ads Using Guaranteed CPM
NEW YORK, June 4, 2014 /PRNewswire/ -- Videology – one of the world's largest video advertising platforms – today released its 1st quarter 2014 findings on the video advertising market in the United States, which shows the vast majority of advertisers are buying their online video ads the same way they do on TV – in a reserved fashion.
"While many of the headlines have focused on the use of real time bidding, reserved buying at a fixed CPM remains the mainstay of TV-centric advertisers buying video in a programmatic fashion," said Scott Ferber, Chairman and CEO of Videology. "As television and video continue to converge, the same advertisers who rely on the guaranteed, time sensitive delivery offered by television are looking for those same guarantees in video. Reserved, automated buying has always been a mainstay of our offering. Clearly, it resonates with advertisers using the platform, as 9 out of every 10 campaigns are purchased in this way."
According to the analysis, which is based on 2.4 billion impressions delivered via Videology's platform from January through March 2014, 91% of advertisers bought video ads based on a guaranteed CPM-a 6% increase quarter-over-quarter.
This is the first time that this type of data was made public, as Videology recently enhanced its quarterly U.S. Video Market At-A-Glance report to include metrics around buy type, audience verification and advanced measurement to better tell the full story in today's converging landscape. These additions reflect the increased focus in the industry around brand-focused and TV-like digital buying.
Additional highlights from the report include:
The full U.S. Video Market At-A-Glance and other country-specific versions are available on the Videology website.
Videology (videologygroup.com) is one of the world's largest video advertising platforms. 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 math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Tokyo, Singapore, Sydney and sales teams across North America.
For more information, contact Michele Skettino at Michele@videologygroup.com or 212-231-7853.
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