There has been a 273% increase in spending on linear TV advertising campaigns and an 840% increase in the number of linear TV impressions available to be bought and sold programmatically in the last 12 months, according to Videology.
The advertising platform’s Q4 2016 US TV & Video At-A-Glance report, view-through rate was the highest chosen objective for campaign goals (42%), followed by viewable rate (31%) and click-through rate (24%). Among advertisers that chose viewability as an objective, the MRC standard remained the most frequently used (90%), followed by custom, more stringent, standards (10%).
The report also found that, in the second half of 2016, more than a quarter of advanced TV campaigns used their own first-party data for targeting. These data segments could include past purchase history, website visits, registration data or loyalty data, and offer brands a way to utilize their direct relationship with customers for more relevant advertising.
“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.”
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