The SpotX platform delivers millions of video advertising impressions each day. This gives our team a privileged viewpoint of media trends from around the world. As a global pandemic creates new challenges for advertisers and media owners, SpotX remains committed to providing transparency across its products and services so that our clients can make informed business decisions.
With that ethos in mind, the European team at SpotX has launched a quarterly insights report, which is a new and in-depth initiative providing detailed analysis into how advertising spend relates to device type, region, and performance across the European markets.
Our team of experts, who have recently been nominated as Ad Ops Team of the year in The Drum Digital Advertising Awards, have analyzed SpotX data from the first three months of the year and discovered trends in format, sector, and creative that can support your budget decisions for the rest of the year.
There were some interesting takeaways from this report, most noteworthy perhaps are those data sets focused on the opportunities for connected TV (CTV) advertising. CTV impressions transacted through the SpotX platform grew by 18% over the first three months of the year and 50% quarter-over-quarter, matching industry predictions that this format would take off in 2020.
The IAB UK reports that 47% of households in the UK have a smart TV and a further 85% have access to broadcaster video on demand (BVOD) services. This means advertisers have more choice for how and where their brand is represented. Supporting this trend, CTV demand is continuing to increase, with brand adoption rising by 60% year-over-year, according to SpotX data.
The report outlines the key performance benchmarks based on our marketplace. The best metric for comparing device and format is cost per completed viewable view (CPCVV), as it takes into consideration CPM, completed view rate, and viewability. The value of an impression is maximized when it’s in-view and watched to completion, so CPM alone is not the best indicator of true value.
Our Ops Team continuously monitors performance across all deals to make sure you get the best performance and value. Due to the high levels of performance across our publisher portfolio, we notice similar CPCVV levels across all devices and formats.
Key advertiser categories that have seen an increase in spend including food, retail, technology, and finance. On the publisher side, news, personal pages and blogs, entertainment news and celebrity sites, and video games rated in the top content categories across the top five major European markets.
Overall, the insights shown in this report indicate that CTV has not yet reached its enormous potential and will continue on a healthy growth trajectory in 2020. Online video is also a powerful tool for marketers and a valuable commodity for media owners. This report shows CTV is an extension of this, combining the benefits of online video with delivery onto the big screen.
To request a copy of the full report or to learn more about SpotX products and services, please contact our team at [email protected]. The Q2 European Insights Report will be released in July 2020.
About the author
Suzanne O’Donohoe is the Senior Demand Operations Manager at SpotX. Suzanne manages the Demand Ops Team based in London, and together they work with demand-side customers including brands, agencies, and DSPs throughout Europe to help maximize their programmatic video campaigns.