Multi-screen campaigns grew nearly 30% from last quarter, fueled in part by the rise of Connected TV
Toronto, February 9, 2017 – Videology – a leading software provider for converged TV and video advertising – today released its “Q4 2017 Canada Video Market At-A-Glance” report. The report found that 87% of campaigns in the Videology platform ran on multiple screens, including PC, Mobile and Connected TV. This was a 30% increase compared to the previous quarter, when 68% of campaigns ran on multiple screens.
“Canadians today are consuming more video content on more screens than ever before,” said Mark McKee, EVP, Marketing & Sales, North America, Videology. “Advertisers are realizing they must take a multi-screen approach in order to reach their audience – and it’s not just about PC and Mobile anymore; Connected TV is emerging as a powerful way to reach consumers in a TV-like environment using the data and targeting usually associated with online channels.”
The use of first-party data in Q4 was also strong, with Health & Wellness, Home & Garden, and Finance brands most commonly leveraging their own data for targeting.
Similar to last quarter, many advertisers chose to use Predictive Demo targeting in order to better reach their age- and gender-based audience. The Q4 report found that when Predictive Demo Targeting was used, targeting accuracy increased by 27%.
The report also examined the most popular approaches to campaign targeting, and found that while 100% of advertisers used demo targeting in Q4, nearly half (45%) chose to use Behavioural targeting, 17% used Geo targeting, and 11% used Frequency Caps.
Additional key findings of the Q4 2017 Canada report include:
- The top ad categories in the Videology platform this quarter were Consumer Goods, Health & Wellness, Automotive, Retail, and Finance.
- Preferences in buying campaigns was mostly stable from the prior quarter, with 94% of campaigns being bought on a TV-like guaranteed CPM basis.
- 66% of advertisers chose view-through rate as an objective, followed by viewable rate (34%); when Viewable Rate was used, it was usually chosen as a secondary objective.
- 79% of ads in the platform were :15 seconds in length, while 21% were :30 seconds long.
Additional details and the full report, “Q4 2017 Canada Video Market At-A-Glance,” can be found here.
Videology 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 Canadian business inquiries, contact: firstname.lastname@example.org.
Michele Skettino: Michele@videologygroup.com