TV-like ad buying continues to dominate for online video

Almost all online video advertisers are buying their ads in a TV-like way, Videology’s latest findings on the UK video advertising market has revealed.

According to the analysis, which is based on 852 million impressions delivered via Videology’s platform between 1 April and 30 June this year, 96% of advertisers bought video ads in a guaranteed way, with just 4% using the cost per action model.

While 30-second ads remain the most popular, retaining a 66% share, 20-second ads increased their share by 30% quarter on quarter.

FMCG advertisers made up a majority (40%) of the impressions on the Videology platform, increasing its share 54% quarter on quarter, while the retail sector saw a 71% year on year increase in share to 12%.

The research also found that screen-agnosticism is continuing to grow, with the share of campaigns running across PC, mobile and connected TV doubling over the quarter.

“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. Guaranteed, programmatic buying is at the core of our offering, and it is clearly having an effect, as nine out of every 10 campaigns are purchased in this way.”