Videology has found that view through rate is now the priority for UK advertisers when establishing campaign objectives.
According to an analysis of all impressions run through Videology’s platform in the second quarter 2015, 50% of UK advertisers are choosing it as a top KPI to measure the effectiveness of their media spend.
Videology’s 2nd Quarter UK Video Market At-A-Glance analysis 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 OTT platform 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.
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