More Advertisers Using TV Data for Digital Video

Advertisers are increasing coordinating their on-air and online campaigns by using data about TV viewing to target their digital video buys, according to Videology. Geographical and behavioral data are still used to target the majority of campaigns, Videology said in its fourth quarter report. But 18% of campaigns, up 114% from a year ago, used TV viewing information as a buying criteria. Most often targeted were people who saw the advertiser’s own commercials on TV, followed by sports viewers, political show viewers and people who saw a competitors’ commercial on TV. Daytime TV viewers, TV drama viewers, adults exposed to children’s programming, cable TV viewers, news show viewers and primetime TV viewers were also audience segments targeted by clients of Videology, which provides software for converged TV and video advertising. Videology said 39% of digital impressions were measured using Nielsen’s Digital Ad Ratings or comScore’s Validated Campaign Essentials, which means the advertiser wanted to validate that impressions were being delivered within the appropriate demos.