Advertisers Increasingly Embrace Holistic Approach to Video

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Videology, a leading software provider for converged TV and video advertising, found that Canadian advertisers are increasingly planning their video strategies holistically, and as a result, mobile has been the greatest benefactor.

According to an analysis of Videology’s platform usage in Canada from the first quarter, the total number of campaigns delivered on mobile increased 58% compared to the previous quarter. In Q1 2015, 48% of all campaigns had a mobile component to them, compared to 35% in Q4 2014 and 28% in Q1 2014.

The analysis, titled the First Quarter Canada Video Market At-A-Glance, found 47% of advertisers ran their campaigns on more than one screen (e.g., PC and mobile) in Q1 2015, compared to just 30% in Q1 2014.

The analysis also found Canadian advertisers are continuing to buy their digital video ads as they do for TV, on a guaranteed CPM basis – 93% of advertisers did so in Q1, compared to 89% a year ago.

“This current climate of consumer-driven convergence is driving marketers to view planning, buying and executing on TV and digital through a more holistic lens,” said Scott Ferber, Videology Chairman and CEO. “As the industry continues to improve standards and work toward achieving more seamless ad experiences, mobile will increasingly play a larger role as part of that cross-screen equation.”

Other key findings from the newly designed infographic include:

  • CPG led all other categories in impressions (44%) on the Canada Videology platform in Q1, increasing total impressions 137% year over year.
  • Behavioral targeting was the leading form of advanced targeting in Q1 campaigns, used 38% of the time, followed by Geo-targeting (36%) and Domain targeting (33%).
  • 53% of campaigns ran on VPAID inventory – a striking difference compared to Q1 2014, when only 25% of impressions ran on VPAID.
  • While View Thru Rate (VTR) and Click Thru Rate (CTR) were the top objectives among advertisers in Q1, Videology found marketers are increasingly asking for more sophisticated ways to optimize their campaigns, such as asking for audience verification (38% of all campaigns). In Q1, the amount of advertisers choosing to verify their audiences increased nearly three-fold compared to Q4 2014.

To view the full Q1 2015 Canada Video Market At-A-Glance, visit http://bit.ly/Q1CAN15.

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