Online ads still being bought as if TV

Videology, the video advertising platform, has released its second quarter 2014 findings on the video advertising market in the UK, which reveals that almost all online video advertisers are buying their ads in a TV-like way.

“Reserved buying at a fixed CPM is now fully embedded as the way for advertisers to buy video,” said Rich Astley, UK managing director, Videology. “As television and video buying becomes more converged advertisers want to know they can purchase video in the same way regardless of which screen it will be broadcast on. Guaranteed, programmatic buying is at the core of our offering, and it is clearly having an effect, as 9 out of every 10 campaigns are purchased in this way.”

According to the analysis, which is based on 852 million impressions delivered via Videology’s platform from 1st April to 30th June 2014, 96 per cent of advertisers bought video ads in a guaranteed way, with only 4 per cent using the cost per action model.

Highlights from the Q2, 2014 U.K. Video Market At-A-Glance infographic include:http://advanced-television.com/2014/07/28/online-ads-still-being-bought-as-if-tv/