TORONTO – In the midst of the Canadian television ‘upfront’ presentations, a new study on the video advertising market in Canada shows the vast majority of advertisers are buying their online video ads the same way they do on TV – in a reserved fashion.
According to the analysis, which is based on over 112 million impressions delivered via Videology's video advertising platform from January through March 2014 in Canada, 89% of advertising campaigns were purchased on a guaranteed CPM.
Additional highlights from the report include:
– Advertisers are embracing a screen-agnostic approach to video advertising: in Q1, 30% of all campaigns included a mobile or connected TV component, and one quarter of all campaigns ran across all three screens – mobile, connected TV and computer;
– CPG continued its reign as the top video ad category, increasing its share from 27% in Q1 2013 to 33% in Q1 2014. Auto held steady in the number two position at 20%, and the Financial Services category nudged out Alcohol to take the number three position at 9% of dollars;
– Of the 46% of advertisements using advanced targeting (beyond demo targeting), 49% were geo-targeted, and 30% were behaviorally targeted, while 13% targeted by context, 7% by browser language and 1% by daypart;
– Total video impressions on Videology's platform more than doubled year-over-year in the Canadian market.
The full Canada Vide Market At-A-Glance is available here.
"While many of the headlines have focused on the use of real time bidding, reserved buying at a fixed CPM remains the mainstay of TV-centric advertisers buying video in a programmatic fashion," said Videology chairman and CEO Scott Ferber, in the report’s news release. "As television and video continue to converge, the same advertisers who rely on the guaranteed, time sensitive delivery offered by television are looking for those same guarantees in video. Reserved, automated buying has always been a mainstay of our offering. Clearly, it resonates with advertisers using the platform, as 9 out of every 10 campaigns are purchased in this way."
