Video completion rate becoming priority for UK advertisers

A new study has found that view through rate is now the priority for UK advertisers when establishing campaign objectives, with 50% of U.K advertisers are choosing it as a top KPI to measure the effectiveness of their media spend in the second quarter of 2015.

Videology’s report also found that brands continued to plan digital video campaigns holistically, with 80% of all UK campaigns running on more than one device in Q2 2015. The UK advertising industry has seen significant growth in the adoption of multi-screen campaigns, with a 28% increase in adoption since Q2 2014. Multi-screen campaigns are significantly higher in the UK than in the rest of Europe, with research showing that 63% of EMEA campaigns were run across more than one device.

Q2 2015 also saw TV advertisers continue to take advantage of digital video as part of a holistic campaign and buy it in the same, guaranteed way as they would a traditional TV buy, with nine out of ten advertisers taking this approach on the Videology platform. “It is no surprise that a guaranteed, programmatic method has become the de facto means of buying video, with the convergence of TV and video ensuring that advertisers turn to the approach that will offer consistent buying and results across screens,” said Rich Astley, UK managing director, Videology.

The analysis also found that the overwhelming majority of advertisers in the UK are choosing to run their campaigns on medium to large size players, with 71% of advertisers preferring premium quality content.