Cross-device campaigns expand share of digital video ad impressions to 51%
Video advertisers are expanding efforts to reach consumers across devices. That’s the finding of recent research released by Videology, which reported that the share of US cross-device digital video ad campaigns rose from just 17% to 51% between Q1 2014 and Q4 2014.
Among cross-device digital video ad campaigns served by Videology, those run across PCs, mobile and connected TVs were the most popular by a long shot, at 39% of impressions—the second-highest share. PCs and mobile accounted for 11% of impressions—more popular than mobile- and connected TV-only campaigns—while PCs and connected TVs hadn’t really linked up, at just 1% share. As a result of the rise in cross-device efforts, marketers were increasing their cross-screen analysis capabilities. Among respondents using advanced measurement, 13% of digital video advertisers said they used cross-screen metrics in Q4 2014. While this percentage is still low—landing in second-to-last place—it was up from just 4% in Q1 2014. This 225% growth is close to the 200% rise in cross-device impressions during the same period.
Rising video consumption across devices means advertisers need to cast a wider net. eMarketer expects the number of US digital video viewers to hit 204.2 million this year, representing 78.6% of internet users, or 63.5% of the country’s population. The majority of digital video viewers will watch on their mobile phones, with video viewer penetration among mobile phone users expected to reach 41.5% in the US this year, or one-third of the population. And among tablet users, we forecast that 100.5 million will view digital video, representing nearly half of digital video viewers, 63.3% of tablet users and 31.3% of the population.
Meanwhile, eMarketer estimates that the number of US connected TV households will rise 22.4% this year to reach 67.9 million, or 55.9% of total households. Low-double-digit growth will continue through 2017, and by 2018, the number of households with connected TVs will total 93.1 million, representing 75.2% of households in the US.