Videology, a video ad platform, say that advertisers are buying video advertising in a ‘TV-like’ way by choosing to buy guaranteed audiences at fixed CPMs. According to the analysis, which looked at 852 million impressions delivered via Videology’s platform in Q2, 96 percent of advertisers bought video ads in a guaranteed way, with only 4 percent using the cost per action model (worth noting that the study only looked at data from Videology’s own platform).
“Reserved buying at a fixed CPM is now fully embedded as the way for advertisers to buy video,” said Rich Astley, UK managing director, Videology. “As television and video buying becomes more converged advertisers want to know they can purchase video in the same way regardless of which screen it will be broadcast on.”
Videology also looked at how much money different sectors were spending on video advertising. FMCG advertisers made up a majority (40 percent) of the impressions on the Videology platform – increasing its share 54 percent quarter-on-quarter. The retail sector also saw an 71% increase in its share year-on-year to 12%.
While the 30 second ads are continuing to be the most popular with a 60 percent share, shorter formats are starting to gain traction. 20 second ads increased their share by 30 percent quarter-on-quarter.