Toronto, February 26, 2016 – Videology – a leading software provider for converged TV and video advertising – today released findings that show cross-screen video campaigns continued their year-over-year growth, with mobile advertising now part of the majority of campaigns run in the Canadian marketplace.
According to an analysis of all impressions run through Videology’s platform in the fourth quarter, of all video campaigns 46% targeted desktop only, 33% targeted desktop and mobile, and 12% targeted desktop, mobile and over-the-top (OTT) together. Campaigns comprised solely of mobile video totaled 7% of all campaigns, up from 3% of all campaigns last quarter.
“The shifts toward cross-screen advertising are following the general shifts of consumer viewership in the market,” said Ryan Ladisa, Managing Director, Videology Canada. “Brand advertisers are focused on delivering ads to the right audience, and making sure those ads are seen. They are increasingly comfortable with allowing those ads to run beyond the desktop computer, to include the full mix of devices where their consumers are watching content.”
View thru rate (VTR) continued to be the most popular campaign objective among advertisers in Q4, growing 64% since the start of the year. And while the number of advertisers in Q4 in Canada who chose to optimize campaigns towards viewable rates was relatively low at 6%, this percentage was up from 3% in Q3 2015.
“It reflects a growing interest in viewability among advertisers and agencies, and the percentage is likely to continue to grow,” said Ladisa. “In the U.S., for instance, the percentage of advertisers choosing viewability as a campaign objective in Q4 was up to 56%.”
Other key findings from the 4th quarter analysis of Videology’s platform include:
- Top verticals running video campaigns were consumer goods (28%), automotive (26%) and pharmaceutical (11%)
- Almost 40% of ad impressions included behavioural targeting data
- 69% used Nielsen or comScore for in-demo audience verification
- 90% of impressions were purchased on a guaranteed CPM basis
- 15-second ads accounted for 57% of the total, and 30-second ads accounted for 37%
Videology’s 4th Quarter Canada Video Market At-A-Glance can be found at this link.