Advertisers are bringing their TV buying habits online and are choosing guaranteed buys over the opportunity to buy on a cost per completed view (CPCV) basis, according to some new data published by Videology. According to the study, which was based on data from Q1 2015, 96 percent of video buyers choose guaranteed buys, while just four percent only wanted to pay for completed views. However, view through rate was by the most popular campaign objective, with audience indexing coming in second. Just eight percent said they wanted to maximise CTR:
When it came to where the money is coming from, FMCG came out on top, while financial services and entertainment advertisers took silver and bronze:
Videology now have their own MRC accredited viewability technology built into their platform and – unsurprisingly it has to be said – private exchanges and direct buys deliver higher viewability rates than ad networks and exchanges. However, it is interesting how private exchanges are performing better than publisher direct buys:
Finally, it looks like at least some progress is being made when it comes to creative length. While 61 percent of video ads used the 30 seconds that is more commonly associated with TV, 25 percent of ads were 20 seconds long while nine percent were ten seconds long.
