Cross-Screen Delivery Remains Key to Strategy in Canada’s Video Advertising Market

Toronto, August 11, 2016 – Videology – a leading software provider for converged TV and video advertising – today released their “Canada Video Market At-A-Glance” report for Q2 2016. The report, based on an analysis of all impressions run through Videology’s platform in Canada in the first quarter of 2016, shows that, as Canadians continue to view video content across a variety of devices, advertisers are embracing cross-screen campaigns. In Q2, 55% of campaigns ran across more than one device, a 22% increase year-over-year.


“The Canadian market for programmatic video continues to evolve and grow,” said Ryan Ladisa, Managing Director, Videology Canada. “Our clients are hungry to bring new, innovative data sources and targeting capabilities into their advertising strategy. We’re excited to continue innovating and partnering with ecosystem players to further mature this growing market.” 


While all campaigns run in Q2 used demographic targeting such as age or gender to reach their target audience, many are leveraging targeting tactics at a greater rate from a year ago. Geographic, domain and behavioural targeting segments all saw increases from last year.


In Q2, major advertising verticals remained reasonably stable. Auto held its position as the top category, followed by consumer goods, restaurants, pharmaceutical and alcohol.


Other key findings from the 2nd quarter analysis of Videology’s platform in Canada include:

  • In Q2, most campaigns were bought on a TV-like, guaranteed basis (90%), followed by reserved-dynamic CPM (8%) and cost-per-completed-view (2%).
  • While view-thru rate remained the most-often chosen campaign objective, viewable rate has increased in prominence by nearly 3x year-over-year. Among advertisers who chose viewability, the majority of them opted to use the MRC standard to verify the KPI.


Additional details and the full report, “Canada Video Market At-A-Glance Q2 2016,” can be found at this link.

About Videology

Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.

Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.

For more information, contact Landin King at lking@videologygroup.com or 931-252-5472.

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