While viewability isn’t a key performance indicator (KPI), it was the most frequent online video campaign objective in Q2 2016, finds Videology. The video advertising technology company today released its U.S. Video Market at-a-Glance report for Q2 2016, noting that 43 percent of its advertiser customers chose viewability as their primary campaign objective. That was followed by click-through rate (35 percent), view-through rate (30 percent), cost per action (5 percent), and conversion (2 percent).
Viewability as a campaign objective grew from 31 percent in Q2 2015. For those concerned with viewability, 89 percent use the Media Rating Council definition, where half of a video ad’s pixels need to be on screen for 2 consecutive seconds, while 11 percent used a custom definition.
The past year saw strong growth in cross-screen advertising, notching a 20 percent increase from Q2 2015. Most advertisers going the cross-screen approach combine desktop, mobile, and connected TV placement. One year ago, a quarter of online video campaigns were desktop-only; that area shrunk to 12 percent in Q2 2016.
Videology sees strong growth in programmatic TV advertising, with advertisers happily choosing demographic measures that offer more than age or gender for linear TV placements. The company saw quarter-over-quarter growth of 74 percent from Q1 to Q2 2016.
“The traditional methods of TV buying are still alive and well, but now, for the first time, we’re starting to see real movement in the use of data and technology for advancing TV advertising efficiencies,” says Scott Ferber, founder and CEO of Videology.
Most advertisers are creating 30-second spots, with 60 percent of ads on the Videology platform at that length. The share of 15-second ads is down 10 points to 36 percent. Only 4 percent of ads were at other lengths.
Scroll down to view Videology’s full Q2 2016 results.