Advertisers Increase Focus on Viewable Inventory in Canada’s Video Advertising Market
Toronto, November 29, 2016 – Videology – a leading software provider for converged TV and video advertising – today released their “Canada Video Market At-A-Glance” report for Q3 2016. The report, based on an analysis of all impressions run through Videology’s platform in Canada in the third quarter of 2016, shows that, viewability is becoming a key concern to Canadian advertisers. The number of advertisers that leveraged ‘viewable rate’ as as an objective for their campaigns has increased from 3% in Q3 2015 to 16% in Q3 2016.
“There is an increased focus on viewability across our entire industry, so it’s not surprising to see these numbers rise,” said Bryan Segal, Managing Director, Videology Canada. “Advertisers want to know their ads are being seen by real humans that can take action and drive revenue. This has been a key focus for Videology, and clearly clients are interested in tapping our technology’s ability to deliver viewable ads as a baseline for their campaigns, on top of their broader marketing objectives.”
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.
In Q3, consumer goods was the leading advertising category, increasing by 7% quarter-over-quarter. Automotive remained a key vertical, but decreased by 4% to fall into second place.
Other key findings from the 3rd quarter analysis of Videology’s platform in Canada include:
- Most cross-screen campaigns were run across PC & Mobile only (24%), with an additional 5% coming from the combination of PC, Mobile & OTT together.
- 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.
Additional details and the full report, “Canada Video Market At-A-Glance Q3 2016,” can be found at this link.
Videology ( videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.
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