Multi-display investment, key in the Spanish advertisers on online video strategies

Multi-display investment, key in the Spanish advertisers on online video strategies Videology analysis on the sector of the video online in the Q3 of 2017, most advertisers (67%) continues to maximize the full viewing rate and focus on audiences to view your ads until the end.

The majority of the Spanish advertisers deploy campaigns on multiple devices. 80.2% of the campaigns of video advertising in Spain rotated in more than one device, including PCs or mobile devices. Are the conclusions of the analysis of online video in Q3 2017 elaborated by Videology, provider of software for the convergence of TV and video advertising. Multi-screen advertising investment follows the footsteps of the Spanish media consumption habits and reflects the importance of having platforms that will allow to follow the journey of the consumer for content on different platforms, to be able hit you with brand messages regardless of the screen in which to enjoy them.

The objectives of the campaign are still different during this quarter of the year. The majority of advertisers (67%) continues to maximize the full viewing rate and focus on audiences to view your ads until the end. The alignment to the target is one of the goals that came on the scene last quarter. 7% of the advertisers who created campaigns on the platform of Videology from July to September opted for this option. This is because that in Q2 Videology launched CDT (Predictive Demo Targeting), a tool that increases the capabilities of affinity to the target.

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

In terms of inventory sources, advertisers are committed to ensure access in advance other consecutive quarter. In fact, 69% of the total of the inventory conducted Videology platform in Spain in Q3 2017 came through integrations of guaranteed inventory or fixed price. In Spain the buying is done through fixed price despite the use of exchanges. "Premium inventory is scarce and advertisers are aware that the ROI increases by associating its contents with an inventory of quality and professional," said Teba Lorenzo, responsible for Videology in Spain.

Entertainment: King of the small screen

87% of the impressions of the third quarter of the year associates were served content professionals in entertainment, a fact that has increased by 4% compared with the previous quarter. The news content and information (with 9% of impressions) and musicals (with 2%) completed a very unbalanced Top3.

And in terms of industries, large consumer companies continue to lead one quarter more investment in video advertising, as responsible for 39% of the impressions. Automotive down 8 points (associated with the contraction of this particular market in the summer periods) and stays at 21%, followed by health and beauty, which reached 16% of impressions.

Otros datos destacados del informe Instant nea del mercado de v deo en Espa a de Videology para el tercer trimestre de 2017 son que la tasa media de viewable rate en Q3 2017 in Spain fue del 66% (os Private Marketplaces cuentan con la mayor tasa de viewable rate, con el 71%); y adem s, este trimestre, igual que ocurri en el anterior, el 60% de las impresiones recogidas en la plataforma de Videology se hizo a trav s de un player de tama o grande y mediano.

Acceso al informe completo Instant nea del mercado de v deo en Espa a Q3 2017.

LINK:	https://www.panoramaaudiovisual.com/en/2017/12/04/inversion-multipanta...
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