Skip to main content

Videology Sees Increase in Advanced Ad Spending

Advertising software provider Videology says it has seen a 273% increase in spending on advanced advertising campaigns using linear TV over the last 12 months.

Videology also said there has been an 840% increase in the number of linear TV impressions available to be bought and sold using programmatic technology.

Increasingly these campaigns are using first-party data to target specific audiences. Videology says more than 28% of campaigns use first-party data—including past purchase history, website visits, registration data and loyalty data.

“Brands and agencies have a huge amount of owned data, created through their direct relationship with consumers,” said Scott Ferber, founder and CEO, Videology. “By layering this first-party customer data into TV campaigns, brands deliver a far more tailored and granular advertising experience, ultimately resulting in greater ROI on their ad spend. This should be, and is becoming, a priority for anyone with access to owned data. I expect we will see this trend grow exponentially in the coming years.”

Videology also said it saw an 11% increase in digital video advertising that was screen agnostic. Digital campaigns aiming at the PC alone continued to fall, dropping to 6% to 9%.

(Photo via FamZoo Staff's FlickrImage taken on May 25, 2016 and used per Creative Commons 2.0 license. The photo was cropped to fit 9x16 aspect ratio.)

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.