TORONTO – Viewability is becoming a key concern to Canadian advertisers, with ‘viewable rate’ as a campaign objective now ranking four times higher than one year ago, according to new data by Videology.
The Q3 2016 Canadian Video Market At-A-Glance report analysed all impressions run through Videology's platform in Canada in the third quarter. Most advertisers chose view-through rate as an objective (68%), followed by click-through rate (20%). Viewable rate, now at 16%, jumped from from 3% in Q3 2015.
"There is an increased focus on viewability across our entire industry, so it's not surprising to see these numbers rise," said Videology Canada managing director Bryan Segal, in the study’s news release. "Advertisers want to know their ads are being seen by real humans that can take action and drive revenue."
A consistent trend quarter-over-quarter, all campaigns run in Q3 used demographic targeting such as age or gender to reach their target audience. Outside of demo, domain, behavior and geographic location were the most used targeting tactics.
Most cross-screen activity was run across PC & Mobile only (24%), with an additional 5% coming from PC, Mobile & OTT, continues the report. However, most campaigns ran on PC, which was utilized across the board by nearly every advertiser.
Other highlights from the report include:
– Consumer goods was the leading advertising category, increasing by 7% quarter-over-quarter to 27%, followed by Automotive at 25%, Health & Fitness at 14%, Retail at 13% and Home & Garden at 5%;
– In Q3, most campaigns were bought on a TV-like, guaranteed basis (86%), followed by reserved-dynamic CPM (14%) and cost-per-completed-view (1%);
– For ad duration, in Q3, advertisers shifted their focus to using more :30 spots than in Q2, rising from 38% to 50%. There was also a large increase in :20 spots used.
