MILAN – Videology – a leading software provider for converged TV and video advertising – has found that view through rate is now the priority for European advertisers when establishing campaign objectives. According to an analysis of all impressions run through Videology’s platform in the second quarter 2015, view through rate is the top KPI to measure the effectiveness of media spend for EMEA advertisers, with 36% of all EMEA campaigns applying this.
Videology’s 2nd Quarter EMEA Video Market At-A-Glance analysis also found that brands continued to plan digital video campaigns holistically, with 63% of all EMEA campaigns running on more than one device in Q2 2015, and 20% of EMEA advertisers choosing to run campaigns on PC and mobile in Q2, up from 17.3% in Q1 2015.
“Increasingly sophisticated mobile devices have resulted in a shift in focus in the industry, with advertising now having to cater to customer needs regardless of screen. Multi-screen campaigns are now an imperative if advertisers are to continue to appeal to consumers,” said Anne de Kerckhove, Managing Director, Videology EMEA.
Q2 2015 also saw 92% of advertisers continue to take advantage of digital video as part of a holistic campaign and buy it in the same, guaranteed way as they would a traditional TV buy. The analysis also found that the overwhelming majority of advertisers in the EMEA are choosing to run their campaigns on medium to large size players, with 80% of advertisers preferring premium quality content. This was more the case in EMEA than the UK, which saw 71% of users opting for premium content.
Other highlights from the Q2, 2015 EMEA Video Market At-A-Glance infographic include:
• 60% of all placements used for Q2 campaigns were taken from upfront guaranteed inventory
• 24% of all ads were from the FMCG category in Q2, down 4% from Q1 2015
• The majority of impressions in Q2 served on Entertainment web sites with 66%, an increase of 3% from Q1 2015
Videology’s 2nd Quarter EMEA Video Market At-A-Glance can be downloaded here.
