Advertisers now taking holistic approach to TV and online video claims Videology report

Advertisers are no longer treating TV and video in isolation, but are instead taking an integrated approach to broadcast planning and buying, according to the latest report from Videology, a software provider for converged TV and video programmatic advertising.

Videology’s report covers the first quarter of 2015 and takes in 229 digital video campaign impressions from 528 campaigns. Videology operates over half of programmatic video ads in Australia and the report takes in campaigns from 102 brand advertisers.

The report reveals a significant increase in campaigns designed for both desktop and mobile screens, with 69 per cent of all campaigns running on more than one device in the first quarter of 2015, up from just just 24 per cent the year before.

Sarah Wyse, managing director ANZ, Videology said: “Despite advertisers intuitively knowing that they should be spreading their budgets across TV and video, there has been no scientific proof, via a panel-based measurement system, to suggest the optimal allocation of budget.”