New data from the search giant shows that 85 of the Ad Age top 100 advertisers are buying programmatic video ads through DoubleClick Bid Manager.
Google recently released a batch of data on the global programmatic video market that shows it is widely and rapidly by advertisers, agencies, broadcasters, and media companies. According to the report, 85 of the Ad Age Top 100 advertisers are now making programmatic video buys on DoubleClick Bid Manager (DBM) and in 2017, those companies bought over 590 percent more programmatic video impressions than they did in 2016.
The data also had some good news for TV and media companies who have seen programmatic video impressions on DoubleClick for Publishers (DFP) increase by more than 130 percent while revenue grew over 550 percent in 2017. Some of the premium publishers are using a dual approach to programmatic video ad sales, where they offer their top content through reservation style deals directly with brands and advertisers, but use programmatic platforms to deliver the quantity and scale that agencies and more prominent brands demand.
The Google data also has some valuable insight into how viewing trends by the public are changing and how these changes are themselves changing the way brands and advertisers buy ads. Monthly video consumption in the US was up to 177 hours in 2017, compared to 165 hours in 2016. In 2017, digital video consumption made up less than a quarter of the 165 hours a month viewing videos. However, in 2018, digital video consumption was close to 50 percent of the 177 hours a month spent watching videos.
With the striking increase in time spent with digital video, it is no surprise that advertisers and brands are shifting more of their ad contribute to digital and digital video. With the increase in demand for, and supply of, digital video it makes sense that marketers are looking to programmatic platforms to create mainly, but highly targeted ad buys. This makes sense because audiences are increasingly fragmented, and people are viewing videos on a broader range of devices – traditional TVs, desktops, and mobile devices, including smartphones and tablets.
Mobile and tablet video viewing is growing, and so is the DBM-served video impression on them. Google said that DFP mobile video impressions were up 540 percent and that connected TVs, those using devices like Chromecast or Roku, saw DBM-served video impressions up over 225 percent.
Google also used the data dump to promote the effectiveness of video ads on their YouTube platform. While viewability is up across the board, 66 percent of video ads (excluding YouTube) were considered viewable (meaning at least 50 percent of the advertisement is watched) in 2017, up from 54 percent in 2016. However, for YouTube, video ad viewability climbed to an industry high of 93 percent (across desktop, mobile, and tablet) in 2017, compared to a still impressive 91 percent in 2016.
Overall, the report shows the growing power and importance of programmatic video ad sales. As Sean Downey, Managing Director, Americas Platform Solutions, and Innovation, DoubleClick, explained, “Programmatic buying allows brands to use audience insights and technology to tailor messages to the right person, at the right moment, in the right context. It helps brands respond to real-time signals on an impression-by-impression basis across screens and channels. For example, if a mom’s online shopping gets interrupted with errands, programmatic buying can help the retailer she was visiting reach the mom on her smartphone as she shifts to shopping on-the-go.”
That is the real draw for programmatic advertising; it allows advertisers to reach individuals on a massive scale and, perhaps most importantly in our multi-screen world, across devices and platforms. With this new data, it is hard to deny that programmatic is here to stay and likely to grow.