TORONTO – Cross-screen video campaigns continued their year-over-year growth, with mobile advertising now part of the majority of advertising campaigns run in the Canadian marketplace, according to new data by Videology.
The Q4 2015 Canadian Market-at-a Glance report analysed all impressions run through Videology's platform in Canada 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 together. Campaigns comprised solely of mobile video totaled 7% of all campaigns, up from 3% of all campaigns last quarter.
View thru rate 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.
"The shifts toward cross-screen advertising are following the general shifts of consumer viewership in the market," said Videology Canada managing director Ryan Ladisa, in the study’s news release. "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."
Other highlights from the report 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; and
– 15-second ads accounted for 57% of the total, and 30-second ads accounted for 37%.
