The number of video/TV campaigns using first-party data more than doubled between 2015 and 2017, but still represents a small portion overall — up from 5% to 11% of campaigns, according to Videology’s just-released study of how marketers are using successful first-party advertising strategies for digital video and TV.
“I think we’ve only scratched the surface in terms of first-party data activation, and I believe it will become a core part of most TV and video advertisers’ overall data strategies moving forward,” said Aleck Schleider, SVP, client and data strategy, Videology.
Overall, 69% of digital advertisers use first-party data for media buying or planning, with 61% saying that they use the data to develop insights about customers, and about 50% saying they use the data for maintaining customer relationships.
The study, a new installment in Videology's Knowledge Lab series, found that 100% of those surveyed use first-party data to retarget existing customers, and more than 50% use the data for measuring the success of a media campaign or to inform messaging based on consumer behavior.
On the downside, around 30% of respondents say that it is difficult to activate first-party data.
Videology worked with Advertiser Perceptions to conduct the survey.