Marketers Now Leverage TV Schedules to Pursue Complementary Digital Buys

strategyThe proof is in that some industry players get the connection between TV and other digital media.

Take Videology, for instance, a leading software provider for converged TV and video advertising. The company has released findings indicating that marketers are “leveraging their TV advertising plans to inform their digital video ad buys.”

“According to an analysis of all impressions run through Videology’s platform in the fourth quarter, the number of U.S. video campaigns using TV audience data to target with digital video increased 114 percent year-over-year,” a statement provided to MMW reads.

The number one TV segment used in these campaigns? The advertisers’ own current TV advertising schedules, which — combined with data from sources like Nielsen as well as behavioral data — help them amplify their TV spending to reach out to consumers across multiple devices.

“As the siloes between TV and video continue to break down, advertisers are utilizing the unique attributes of each to bring additional value to the mix,” said Scott Ferber, the chairman and CEO of Videology. “A big part of this is the use of data to provide deeper insights into consumer targeting and consumption, which we saw in this analysis. The big win in this area is to connect these insights across both TV and video, and that’s exactly what we can achieve through our direct integration with Nielsen.”

Ferber said he expects the trend to only grow over time.

In related news, viewability and bot fraud remain the primary concerns for advertisers.

“In Q4, Videology blocked a record number of fraudulent ad requests,” notes the company. “Bot requests spiked during the weeks before Christmas and in the final days of the year.”

“Videology’s findings are directly in line with what we see on the broader Internet,” said Michael Tiffany, CEO of White Ops, Videology’s integrated partner for fraud prevention. “Spending levels increased in the run-up to Christmas, and budgets needed to be completely spent before the end of the year. But consumers didn’t browse the Internet more, to view more ads, just because there was more ad budget getting spent. So bot traffic rose to fill in the gap between all the ads that advertisers wanted to buy and the actual number of ads available to show to real people.”