Thursday, October 31, 2013
Programmatic Buying Drives More Advanced Targeting In Video Campaigns
In addtion to the quarterly growth Videology saw, advanced targeted has risen year over year. About two-thirds of online video campaigns that Videology runs now include advanced targeting beyond age and gender such as purchase behavior, up from one-third a year ago according to a Beet.TV report.
Of the ads that included advanced targeting, Videology said about 54% were targeted based on behavior, about 38% on geography and 8% on daypart. Videology also studied specific performance in a case study for auto ads and found that consumers exposed to geographically targeted auto ads were 50% to 60% more likely to purchase that car versus a control group. What’s more, when purchase behavior data was added, the likelihood of buying rose by 160%.
This use of sophisticated targeting should keep growing, thanks to the boon in audience-based buying. Earlier this year, Forrester said that real-time buying accounted for about 25% of online video ad spend, or about $1.14 billion, up from $686 million the year before.
Consumer packaged goods continues to be the dominant segment in online video spending, with a 36% video ad share. The number of telecom ads in the third quarter doubled, representing a growing category, Videology said.-MediaPost
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