TORONTO – Advertising campaigns with a mobile component have skyrocketed, while over half of video ad campaigns now run across multiple screens, according to new data by Videology.
The Q3 2015 Canadian Market-at-a-Glance report analysed all impressions running through Videology's platform in Canada during the third quarter. It found that there was a 154% year-over-year increase in the number of campaigns delivered on more than one type of device, accounting for over half of all online video ad campaigns (53%) in Q3 2015. Specifically, in Q3, 41% of all campaigns ran ads that were shown on PC and Mobile, while 12% were shown on PC, Mobile and OTT (over the top).
Additionally, the analysis found that the cumulative number of campaigns with a mobile component on the Videology platform grew 170% year-over-year, accounting for 56% of all campaigns in Q3. In contrast, 44% of campaigns used mobile in Q3 2014.
"Instead of thinking in terms of device planning, advertisers are focusing on the consumer, and using data to reach audiences wherever they are consuming content. It's all about finding the right mix of screens to deliver the best outcomes for a given brand," said Videology chairman and CEO Scott Ferber, in the study’s news release. "If anyone questions whether cross-screen planning is delivering better results, one need only look at the trend trajectory. Advertisers flock to strategies that work."
Other highlights from the report include:
– The Auto ad category made up 25% of all impressions in Q3, leading all other categories. But because of the recent national election, Political ads saw the most growth year-over-year, jumping 85x, and accounting for roughly 7% of all impressions;
– Advertisers are increasingly using tactics outside of routine demo targeting to reach their audiences. Among the most commonly used tactics in Q3 were geo targeting (52% of all campaigns), behavioural targeting (29%) and domain targeting (28%);
– The number of campaigns running cross-screen in Q3 jumped 154% year-over-year, accounting for 53% of all campaigns on the Videology platform in Q3;
– Audience verification was selected by advertisers as a campaign objective in the Videology platform 66% of the time, up from 38% to begin the year in Q1. View thru rate was the most popular choice, chosen for 75% of campaigns.
