Videology: Connected-TV Ad Requests Nearly Tripled Since 2015

Videology has released its Q4 2017 U.S. TV & Video Market At-A-Glance report, which reveals a 175-percent increase in the amount of ad requests for connected TV in the Videology platform.

Impressions have surged as well: the report found that the amount of impressions running exclusively on connected TV grew 230 percent from last quarter. For the first time, the report also looked at top devices targeted in connected TV and found that Roku devices were the most popular, followed by video game consoles and Amazon Fire TV.

Looking back to 2015, the report found that the number of overall linear TV campaigns in the Videology platform saw a nine-fold increase in the past two years. The top categories spending on data-enabled TV were health and wellness, travel and CPG advertisers.

In Q4 2017, 97 percent of campaigns ran across multiple screens, with 60 percent of those containing a Connected TV component. Advertisers also chose to use TV viewing segments in order to reach their audience on digital video. The most popular approach was to use their TV schedules to “fill in the gaps” and extend reach with digital video. Sports programming and news programming were also popular TV viewing segments.

“Advanced TV is growing in all of its forms—from data-enabled to connected TV,” said Mark McKee, Videology’s executive VP for North America. “In just the past two years, we have seen these categories explode, as more advertisers are seeing the benefit of bringing data to the entire marketing funnel for targeting, optimization and measurement across all screens where consumers are viewing content.”