Mobile Usage Continues To Gain Momentum in Canada’s Video Advertising Market

Toronto, April 29, 2016 – Videology – a leading software provider for converged TV and video advertising – today released findings that show mobile’s continued growth as a strategy for reaching consumers in Canada’s advertising market. According to an analysis of all impressions run through Videology’s platform in Canada in the first quarter of 2016, mobile devices were used on 64% of all Canadian campaigns. This is an increase of 12% over Q4 2015.

“Today, consumers simply see video as video,” said Ryan Ladisa, Managing Director, Videology Canada. “Whether it’s mobile, TV, desktop or OTT, consumers just want to view the content they love. It’s encouraging to see cross-screen usage within our platform as it proves marketers are embracing this evolution of content consumption in their advertising strategy.”

All campaigns run in Q4 used demographic targeting such as age or gender to reach their target audience. Almost 50% of ad impressions included behavioural targeting data, which was up 11% from last quarter. In addition, frequency caps were used on 49% of campaigns.

Other key findings from the 1st quarter analysis of Videology’s platform in Canada include:

  • In Q1, most campaigns were bought on a TV-like, guaranteed basis. While campaigns bought on a cost per completed views (CPCV) basis were down 40% this quarter, there was an increase in those bought using dynamic pricing (DCPM).
  • Although fifteen-second spots continued to be the most popular length among advertisers in Q1, their share has dropped about 15% versus one year prior. Thirty-second ads made up 35% of all creatives.

Additional details and the full report, “Videology’s 1st Quarter Canada Video Market At-A-Glance,” can be found at this link.

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