Online video ad buyers are said to be adopting a familiar approach to what has been seen in the purchasing of television advertising.

In Videology’s first-quarter findings for the UK market, the video advertising platform found that 96% of advertisers bought video ads based on a guaranteed CPM, which Scott Ferber, chairman and CEO of Videology, described as reserved.

“While many of the headlines have focused on the use of real time bidding, reserved buying at a fixed CPM remains the mainstay of TV-centric advertisers buying video in a programmatic fashion,” Ferber said,

“As television and video continue to converge, the same advertisers who rely on the guaranteed, time sensitive delivery offered by television are looking for those same guarantees in video.”

Triple-screen campaigns

Out of the 678 million impressions delivered on Videology’s platform from January to March 2014 in the UK, 31% included a mobile or connected TV component. Also, one quarter of all campaigns were run over three screens including mobile, connected TV and PC.

Videology discovered that 30-second ads are growing in popularity too, with viewership rising 8% quarter on quarter. It was the most popular format for the period when research was conducted.

Fast-moving consumer goods (FMCG) was however the most popular vertical on Videology’s platform. Financial services may have doubled its year-on-year share by 16%, but they were no match for FMCG’s 26%.

You can devour more UK-specific video-advertising insights by scrolling down to Videology’s infographic.