Report: Video is video regardless of screen

Since streaming video began to take off, experts have categorized viewing as via a specific device - TV, mobile, desktop. Now, new research indicates that, for the viewers, the screen being viewed is irrelevant - it's the content that matters.

by Kristina Knight

Videology have released new data about how consumers are engaging with video content, and one of the most interesting findings is that content trumps devices or screens. This makes is more important than ever for advertisers to connect online and offline viewing behaviors.

"Digital video can be used to find additional exposure opportunities for many of the most highly coveted TV audiences. Sports viewers, or those who watch political programs are two great examples. Whether you're trying to gain incremental reach, or to add frequency outside the limited exposure high-impact TV events, audience-based video buys offer a complementary solution," said Scott Ferber, Founder and CEO, Videology.

Breaking down how advertisers used video through Q1 2016, the research shows a significant growth in mobile campaigns (+50% YoY) as well as cross-screen campaigns (+45% YoY). Most video campaigns combine Mobile, PC/Desktop and connected TV ad placements.

As to targeting, advertisers were most likely to segment based on demographics (100% use), more than half also segment based on behavior (56%) and geography (40%).

Tags: advertising, video advertising, video content, video viewing trends, Videology