• by Philip Rosenstein , November 30, 2016

Videology, the cross-screen software provider, released on Wednesday a white paper outlining the crucial importance of leveraging TV and digital video together in order to make the most of video advertising.

Of particular note, Videology reports a dramatic rise in the percentage of campaigns that use a multiscreen approach for digital advertising. In Q3 of 2014, about 35% of campaigns run through the Videology platform were multiscreen; in Q3 of 2016, that number rose to 90%.

“For today’s consumer -- especially in the younger demographic -- jumping from screen to screen throughout the day is second nature,” stated Scott Ferber, chairman and CEO of Videology. “Advertisers need to follow their audience in order to have their message heard; siloed video and TV plans are just not going to achieve the most optimized reach or results in today’s multiscreen environment.”

The 2016 report, titled “Still Mixing It Up,” discussed four of the most successful cross-screen advertising examples, which included:

-- A 52% sales lift for a major car brand when using cross-screen targeting, compared to solely demographic targeting.

-- Over 100% increase in incremental reach for an energy brand, after adding online video to a TV advertising plan.