Convergence, key to the future for digital video and television advertising, according to a study by Videology

Almost half (47%) of the panel of agencies, advertisers and media surveyed by Videology believe it is very important to be able to plan and buy multi-screen audiences in the future.

The video advertising technology platform Videology has analyzed the future of television and video advertising in its latest study. Extracted from a survey carried out in August and September 2015 among more than 60 Spanish professionals from agencies, advertisers and media, the data shows that almost half (47%) of those surveyed consider the possibility of planning and buying audiences at a multi-screen level to be very important.

In addition, advanced user segmentation is the greatest future advantage of video advertising for advertisers (83% indicated this), and ahead of aspects such as reaching new users not impacted by television (71%) and adding an interactive component to video (55%).

The study also focuses on the opinion of advertisers regarding the evolution of consumer habits in the next three years. Two in three of those surveyed believe that media agencies are likely to begin planning unique video campaigns holistically across all available screens. For their part, almost half believe that agencies will merge their video purchasing teams. Likewise, half of those surveyed believe that, in the coming years, television networks will adopt a programmatic approach to linear television.

44% consider it very important to be able to segment individuals based on their audience correlation for both VOD and TV. On the other hand, two out of three respondents see it as very important to include digital environment metrics when planning and purchasing VOD screens.

As already reported Panorama Audiovisual, Videology presented the current situation of television and its expectations for the future at its event The Future of TV is TV, held in Madrid, attended by more than 100 professionals from the sector. In the session, Rhys McLachlan, global director of television strategies at Videology and José Enrique Rodríguez Rizzo, general director of Videology for Southern Europe, presented the main conclusions of the study carried out by the company among the Spanish advertising and television ecosystem.

In addition, Javier Andrés, marketing director of Atresmedia Publicidad, and Orlando Gutiérrez, marketing manager of Publiespaña – Mediaset, offered their impressions on the future of television. Among the conclusions of the event, Videology explained that, although advertising in Spain has remained strong in recent years, despite the economic crisis, in the future it must rethink its technology, its tools and its orientation.