Video and TV to reach convergence in Aus market

Sarah Homewood
By Sarah Homewood | 4 May 2015

Video is no longer being treated in isolation from TV, according to a report from video ad platform Videology.

Clients and agencies are now taking a holistic approach to video planning and buying, which the report indicates shows complete viewing convergence isn't far away.

Videology’s Quarter 1 2015, Australian Video Market At-A-Glance report found more than 69% of campaigns were running across two or more devices in Q1. This indicates that advertisers are beginning to realise that they need to utilise multiple screens to effectively reach their target audience.

Geo-targeting of campaigns was big when it came to video, with all campaigns that ran in Q1 including geo-targeting; 82% of all geo-targeted campaigns run in Q1 were targeted as national. Of the campaigns targeted by city or territory, New South Wales accounted for 41%.

The report also found that there is a stronger focus on audience optimisation, including reach and frequency goals. "While over 80% of our campaigns in Q1 were optimised for video, Videology saw increasing numbers of multiple KPI campaigns, with the emphasis on showing the right ad, to the right person, at the right time," the report said.

IAB's recently released 3rd Annual Mobile Landscape Study also noted the increase of mobile video, citing that buyers expect to use mobile video in 43% of their mobile campaigns in the next year.

Click the image to see Videology's full infographic

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