• by Tobi Elkin  @tobielkin, February 8, 2017

More than one in four advanced TV campaigns use their own first-party data for targeting. That’s one of the findings from a report by Videology, a provider of software for converged TV and video advertising. The report’s insights were culled from more than 2.6 billion impressions run through Videology’s platform in Q4 of 2016.

“Videology’s Q4 2016 U.S. TV & Video At-A-Glance” report indicated that these data segments could include past purchase history, website visits, registration data or loyalty data. The segments offer brands a way to use their direct relationship with customers to create more relevant advertising. 

Among the report’s other findings:

--Videology saw a 273% increase in spending on linear TV advertising campaigns and an 840% increase in the number of linear TV impressions available to be bought and sold programmatically. 

--For digital-focused campaigns, the report found that demographics remains a key focus for targeting, used on 100% of campaigns. This finding follows recent findings showing 51% of agency marketers believe that combining demo targeting with other targeting methods (such as behavioral or sales-based) is effective in driving conversions. 

--Behavioral targeting was used on 33% of campaigns with a custom behavior segment used most frequently. Notably, during the political season, only 4% of campaigns used political behaviors for targeting. TV viewership data also remained an important targeting segment, used on nearly one-fourth of campaigns. Advertisers using their own TV campaigns was the most frequently used TV segment, followed by daytime programming, drama programming, and programs in competitors’ TV advertising schedules. 

--In campaign goals, view-through rate was the highest chosen objective (42%) followed by viewable rate (31%) and click-through rate (24%). Among advertisers that chose viewability as an objective, the Media Rating Council standard remained the most frequently used (90%) followed by custom, more stringent, standards (10%).

“Brands that have a one-to-one relationship with their customers offers them a huge competitive advantage in advertising,” Scott Ferber, founder and CEO, Videology, told Real-Time Daily via email. “With today’s advanced TV technology, we can parse past digital behaviors and tie those to TV exposure data.”

The full report can be found here.