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NEWS: UK advertisers buying online ads based on guaranteed CPM

A whopping 96 per cent of UK advertisers buy their online video ads the same way they purchase TV slots, based on guaranteed cost per mille (CPM), according to new research by video advertising platform Videology.

The research also revealed that advertisers are taking a screen-agnostic approach to video advertising; in Q1, 31 per cent of all campaigns included a mobile and/or connected TV component, and one quarter of all campaigns ran across three screens: mobile, connected TV and PC.

Meanwhile, the popularity of thirty second ads has risen by eight per cent quarter-on-quarter and represented the most popular format on Videology’s platform, comprising 70 per cent of impressions in the first quarter.

Scott Ferber, chairman and CEO of Videology, said: “While many of the headlines have focused on the use of real time bidding, reserved buying at a fixed CPM remains the mainstay of TV-centric advertisers buying video in a programmatic fashion.

“As television and video continue to converge, the same advertisers who rely on the guaranteed, time sensitive delivery offered by television are looking for those same guarantees in video. Reserved, automated buying has always been a mainstay of our offering.  Clearly, it resonates with advertisers using the platform, as nine out of every 10 campaigns are purchased in this way.”