Data Shows More Advertisers Using Data to Target Campaigns

Advertisers are using more data about TV audiences to target commercials and better coordinate multi-platform campaigns, a new report shows.

According to the 2nd Quarter U.S. Video Market At-A-Glance analysis from advertising software firm Videology, the number of video campaigns using audience data to target specific audiences is up 91% from the first quarter.

"In this era of convergence, brands are looking for ways to most efficiently and effectively reach their consumers. In most cases, cross-screen planning and buying drives both of these metrics," said Scott Ferber, Videology chairman and CEO. "With so much cross-screen data now at advertisers' fingertips, the planning siloes between TV and digital video campaigns are truly coming down."

Videology also found that 70% of all video campaigns ran on more than one device, 11 times the number a year ago and that the number of video campaigns employing mobile was 10.5 times the year ago level.

The most popular TV audience segments being used by advertisers in the second quarter were sports viewers, political show viewers, news show viewers, primetime viewers and adults exposed to children’s programming.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.