Use of advanced data -- especially first-party data -- is rising, according to Videology's 2017 US TV and Video At-A-Glance Report for Q2, released on Thursday.
The study by the video ad software firm found a 150% increase in ad spend on linear TV campaigns using advanced data on the Videology platform between Q1 and Q2 2017.
The use of first-party date has grown 50% since Q2 2016 on the platform, and has increased over 300% from Q2 2016. Further, 25% of advanced TV campaigns have used advertisers’ proprietary first-party data over the past six months.
Connected TV (CTV) ad requests have risen substantially: Videology found a 300% increase in CTV ad requests, comparing the first half of 2015 to the first half of 2017.
Also of interest, the report found that 93% of video campaigns through the platform used some version of a cross-screen strategy, and over half included CTV ads.
"Our vision of a converged TV and digital video world where planning and buying flows seamlessly across screens has progressed from an evolving concept, to the reality of today's TV advertising ecosystem," stated Scott Ferber, founder and CEO, Videology. Ferber also noted "greater interest in tying data sets across devices."
Among the other findings, a majority of digital video advertisers bought campaigns on a TV-like guaranteed basis. The most used targeting criteria was geographic targeting, which was included in 86% of campaigns, followed by behavioral targeting at 63%.
As far as optimization goes, the majority of digital video campaigns were optimized toward view-through rate, with 60% of campaigns using that key performance indicator, according to Videology. Viewable rate came next, with 41% of campaigns using that objective.