Ad-tech firm Videology on Thursday announced that it has enhanced its ability to use predictive targeting to improve its performance as measured against Nielsen’s Digital Ad Ratings (DAR) and comScore’s validated Campaign Essentials (vCE) metrics. With the new capabilities, Videology said it can achieve in-demographic campaign accuracy at scale, and surpass delivery norms based on contextual/publisher placements and other third-party providers of demographic data.
The ability to predict and deliver ratings within targeted age and gender parameters is an ongoing challenge for both advertisers and media companies. Predictive targeting tools are used to determine the age/gender characteristics associated with each ad impression. Determining age and gender before an ad is served is critical to advertisers that are looking to reach consumers within a given demographic target, and equally important to publishers that only get paid on in-demo delivery for campaigns with ratings guarantees.
“Demo targeting has long been the common currency of TV advertising, but it’s equally important to hit these targets in digital video. Missing the mark results in wasted impressions and negative perceptions of the capabilities of digital. Through these new platform improvements, we’re now able to deliver unprecedented demo accuracy: a huge win for both advertisers and publishers," Videology CEO Scott Ferber told Real-Time Daily via email.
A 2016 Forrester survey commissioned by Videology found that 50% of advertisers and agencies said “difficulty with audience verification”was having a “strongly negative” or “negative” impact on their video ad buying spend. These responses were tied to “concerns around fraud or bots,” according to the research.
In a related finding, 62% of publishers said that “finding enough impressions to meet demand”was a major challenge in digital video. The research found that this challenge can be resolved through accurate forecasting and in-demo audience delivery. The goal is to save money on wasted ad impressions that are served outside of the target demographic.
Improvements in Videology’s platform and technology are enabling it to predict and target in-demo delivery with up to 98% confidence, as measured by comScore vCE. Videology also found that, through the use of its technology and aggregated data, it improves upon the performance of other individual third-party demo data providers by more than two times when measured by Nielsen’s DAR. Videology also outperforms the Nielsen norm for women ages 25 to 54 by 75%.
Videology’s recently released its Q2 2016 U.S. Video At-A-Glance report, which showed 41% of campaigns now request ratings verification from a third-party measurement provider, such as Nielsen Digital Ad Ratings (DAR), or comScore validated Campaign Essentials (vCE). This is a 115% increase from the 19% of campaigns requesting this three years ago in Q2 2013. The increased use of demo verification is reflective of the shift in viewing across TV and digital devices, and the corresponding need to measure audiences based on a common, and predictable, metric.