Multiscreen investment, key in the strategies of Spanish advertisers in online video

According to Videology's analysis of the online video sector in Q3 2017, the majority of advertisers (67%) continue to focus on maximizing the completion rate and focus on audiences viewing their ads to the end.

Most Spanish advertisers deploy campaigns on multiple devices. 80.2% of advertising video campaigns in Spain rotated on more than one device, including PCs or mobile devices. This is clear from the analysis of online video in Q3 2017 prepared by Videology, software provider for the convergence of TV and video advertising. Multiscreen advertising investment follows the media consumption habits of Spaniards and reflects the importance of having platforms that allow consumers to follow their journey in search of content on different platforms, in order to impact them with brand messages regardless of the screen on which they enjoy them.

The objectives of the campaigns continue to be different during this quarter of the year. The majority of advertisers (67%) continue to focus on maximizing the view-through rate and focusing on audiences viewing their ads to the end. Target alignment is one of the objectives that came onto the scene last quarter. 7% of advertisers who ran campaigns on the Videology platform from July to September opted for this option. This is because at Q2 Videology launched PDT (Predictive Demo Targeting), a tool that increases target affinity capabilities.

Driven by the disappearance of flash technology in certain browsers, the adoption of VPAID technology has accelerated, now reaching 66% of the total inventory used by Videology campaigns.

As for inventory sources, advertisers are betting on securing early access for another consecutive quarter. In fact, 69% of the total inventory carried out by the Videology platform in Spain in Q3 2017 came through guaranteed inventory or fixed price integrations. In Spain, the purchase is made through a fixed price despite the use of exchanges. “Premium inventory is scarce and advertisers are aware that ROI increases by associating their content with quality and professional inventory,” comments Teba Lorenzo, head of Videology in Spain.

Entertainment: king of the small screen

87% of impressions in the third quarter of the year were served associated with professional entertainment content, a figure that has increased 4% compared to the previous quarter. News and informative content (with 9% of impressions) and musical content (with 2%) completed a very unbalanced Top3.

And in terms of industries, consumer goods companies continue to lead investment in advertising video for another quarter, responsible for 39% of impressions. Automotive drops 8 points (associated with the contraction of this particular market in the summer periods) and remains at 21%, followed by health and beauty, which reach 16% of impressions.

Other highlights from the report Snapshot of the video market in Spain of Videology for the third quarter of 2017 are that the average viewable rate in Q3 2017 in Spain was 66% (Private Marketplaces have the highest viewable rate, with 71%); And furthermore, this quarter, as happened in the previous one, 60% of the impressions collected on the Videology platform were made through a large and medium-sized player.