TORONTO – The rise of Connected TV helped boost multi-screen campaigns to 87% of campaigns in the Videology platform, a 28% jump from the previous quarter, according to new data by Videology.
The Q4 2017 Canada Video Market At-A-Glance report found that PC and mobile campaigns now comprise 73% of campaigns run through Videology's platform in Canada in the fourth quarter, while PC, mobile and CTV campaigns made up 14%. PC only and mobile only were 12% and 1%, respectively.
"Canadians today are consuming more video content on more screens than ever before," said Videology’s North America marketing and sales EVP Mark McKee, in the report’s news release. "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, the report continued.
Similar to last quarter, many advertisers chose to use Predictive Demo targeting in order to better reach their age- and gender-based audience. The 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.
Other highlights from the 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; and
– 79% of ads in the platform were :15 seconds in length, while 21% were :30 seconds long.
As a software provider for converged TV and video advertising, Videology uses math and science-based technology to enable customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
