In UK, view-through rate remains key indicator for brands, agencies

By Jim O'Neill on Jul 20 2016 at 5:45 AM
In UK, view-through rate remains key indicator for brands, agencies

More than half (58%) of U.K. advertisers and agencies optimize campaigns using view-through rate as the priority when looking at campaign objectives, according to a new report.

According to the report, from ad-tech firm Videology, two thirds of U.K. campaigns in Q2 2016 targeted more than one device, as brands continue to plan digital video holistically.

Other highlights from the report:

Despite a change in how viewers watch video, most advertisers have stayed with traditional longer-form (30-second) ad formats. Some 70% of all ads served were 30 seconds long, which also is the most common length for TV ads.

The overall viewable rate was 50% in the United Kingdom, with publisher private marketplaces reporting the highest average viewable rate of 80%.

The numbers indicate that advertisers are intent on creating a similar viewing environment to that supplied by traditional TV in terms of ad length. The big question, of course, is: Should they be?

As viewers move away from traditional TV to online video and as they continue to transform how they watch video in terms of binging and consumption of shorter content on multiple devices, is a 30-second commercial the best option for reaching these evolved viewers?

Stay tuned.

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