The use of advanced targeting in online video has grown tremendously year over year, says Mark McKee, Senior VP Global Marketing & Strategy at video at tech platform Videology in an interview with Beet.TV.
About two-thirds of online video campaigns now include advanced targeting beyond age and gender, such as purchase behavior, and that’s up from one-third a year ago, he tells us, referencing a Videology report analyzing more than 2.7 million online impressions run through its platform in the third quarter. “With the focus on programmatic and audience-based buying, agencies are adopting it and the industry is embracing data more than in the past,” he says.
The interest in targeting to the 55+ demo has also increased year over year. However, mobile remains a smaller portion of the business and about 96% to 97% of impressions still come from PCs, he says. In the coming months, Videology will focus on cross-screen buys, addressable video, and global expansion, McKee says he expects Videology to reach 25 markets by the end of 2013.
The report also found that online video ad viewing rose 14% in the third quarter, that connected TV ads increased by 27%, and that most ad categories boosted their share of spending in online video.