Four fifths of UK video ads run across devices, says Videology

Some 80% of all UK digital video ad campaigns ran on more than one device in the second quarter, according to Videology figures.

The software provider for converged TV and video advertising said that there had been a 28% increase in the adoption of multi-screen campaigns since Q2 2014.

Videology’s second quarter ‘UK video market at-a-glance’ analysis adds that multi-screen campaigns are “significantly higher in the UK than in the rest of Europe”, claiming that 63% of EMEA campaigns were run across more than one device.

In terms of TV advertisers using the Videology platform, the firm said that 90% buy digital video in the same, guaranteed way as they would on traditional TV “as part of a holistic campaign”.

“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.