Videology Finds Almost 100% of Video Advertisers Buy in a Reserved, TV-Like Fashion

Videology Finds Almost 100% of Video Advertisers Buy in a Reserved, TV-Like Fashion

- First Quarter Analysis Shows Vast Majority of Marketers Bought Video Ads Using Guaranteed CPM

SINGAPORE, June 10, 2014 /PRNewswire/ -- Videology -- one of the world's largest video advertising platforms -- today released its 1st Quarter 2014 findings( http://www.videologygroup.com/files/m/research-data/APAC_Q1_2014_Video_Market_At-A-Glance.pdf ) on the video advertising market in the Asian Pacific region, 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 almost all campaigns are purchased in this way."

According to the analysis, which is based on over 156 million impressions delivered via Videology's platform from January through March 2014 in Australia, Indonesia, Japan, Malaysia, the Philippines, Singapore, Thailand and Vietnam, 97% of advertising campaigns were purchased on a guaranteed CPM.

This is the first time that this type of data was made public, as Videology recently enhanced its global quarterly Video Market At-A-Glance reports to include metrics around buy type in order to reflect the increased focus in the industry around brand-focused and TV-like digital buying. This is also the first time Videology released a Video Market At-A-Glance analysis for the APAC region.

Additional highlights from the report include:

-- CPG continued its reign as the top video ad category, increasing its share from 45% in Q4 2013 to 50% in Q1 2014. Retail gained the most ground of any category quarter-on-quarter, increasing its share on the platform five-fold to 23%, good for second place in Q1.

-- Of the 13% of advertisements using advanced targeting (beyond demo targeting), 37% were geo-targeted, and 36% were domain-targeted, while 23% targeted by daypart, and 4% were behaviourally-targeted.

-- Advertisers are starting to branch out from PC; in Q1, 10% of all campaigns used both PC and mobile to deliver their messages.

-- APAC advertisers catered to the 35-44 age group the most in Q1, targeting 26% of all impressions to them. In comparison, the European region targeted the 25-34 age group most.

The full APAC Video Market At-A-Glance( http://www.videologygroup.com/files/m/research-data/APAC_Q1_2014_Video_Market_At-A-Glance.pdf ) and other country-specific versions are available on videologygroup.com( http://videologygroup.com/research-data/a/q1-2014-video-market-at-a-glance/#.U5HRBfldWSp ).

About Videology

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, NY 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.

SOURCE Videology

Videology


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