More video campaigns are utilising traded, upfront media than ever before, as the video market shifts toward universal media planning, video advertising company Videology has found.
Released today, Videology’s Quarter 2 2015, Australian Video Market At-A-Glance reports hows that brands are increasingly seeking out converged programmatic strategies to help them make sense of the total audio visual (AV) market. With a strengthened focus on guaranteed, traded media, over Real-time Bidded (RTB) inventory, advertisers are taking a more considered approach to budget allocation.
In Australia, online video represents 7 per cent of the total audio visual advertising market in terms of revenue. 6 per cen tof the 7 per cent is traded upfront media, secured from broadcasters and premium publishers. Despite the noise in market around RTB, it only represents 1 per cent of the total revenue in Australia’s AV market.
As the platform operating over 50 per cent of the programmatic video ads in Australia, Videology has a unique view on how media is traded. As advertisers and agencies focus on securing premium inventory upfront due to supply constraints, there are increasing signs in Videology’s Q2 report that video is being bought on the same schedule as TV:
- 72 per cent of placements utilised for Q2 campaigns were taken from upfront traded inventory, versus 28 per cent RTB inventory, as advertisers seek to replicate how they currently plan and buy TV.
- Booking lead times in Q2 averaged between four to eight weeks out from start date, in line with TV booking deadlines, as video becomes part of a wider broadcast plan, driving more cost efficient reach.
- KPIs are now more audience-centric than performance-based, as brands seek out customers across multiple screens.
One of the biggest highlights between April and June was the three-fold increase in mobile campaigns, from 3 per cent in Q1, to 9 per cent in Q2, as the handheld medium continues to nip at the heels of desktop as the dominant 2nd screen. Multi-screen campaigns also grew to 75 per cent, up from 69 per cent, during the same period.
On the latest findings, Sarah Wyse, managing director ANZ, Videology commented, “Over the last quarter, we have seen an increased emphasis on the planning of online video buys. Whilst we know RTB is a very important part of the media mix, it is only one part of a much bigger picture. In a supply constrained market guaranteeing quality and audience to a broadcast advertiser is key. A combination of both traded and RTB media is optimum and we are starting to see advertisers openly embrace this approach.”
Other key findings from the Quarter 2 2015, Australian Video Market At-A-Glance report include:
- At 80 per cent of all campaigns run in Q2, view through rate (VTR), was the most frequently requested measurement metric, consistent with 81 per cent in Q1 2015, showing that advertisers continue to measure video as a branding medium. We also saw increased numbers of multiple KPI campaigns, with the emphasis on showing the right ad, to the right person, at the right time.
- Accredited by the Media Ratings Council (MRC), Videology’s video viewability score remained consistent at 74 per cent in Q2, well above the industry average of between 50 per cent and 60 per cent.
- 15 second creative continues to grow in popularity, accounting for 76 per cent of all video impressions in Q2, up a further 8 percentage points from Q1, as advertisers embrace shorter, more interactive spots.
- At 24 per cent, almost one quarter of all campaigns running in Q2 were in the FMCG category, retaining its dominance over Automotive for the second consecutive quarter.
- At 25 per cent, one quarter of all campaigns were delivered to 3rd party audience verified objectives in Q2, up 4 per cent from Q1 2015, again showing that audience verification for video is important to traditional TV advertisers, who are increasingly allocating budgets to digital channels.
- 100 per cent of video campaigns were bought on a CPM basis in Q2, as TV advertisers take advantage of digital video for branding campaigns.