Mobile video becomes huge ad vector for Canada


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Michelle Clancy

| 01 May 2016




Mobile continues to grow as a strategy for reaching consumers in Canada's advertising market.



canadaAccording to an analysis of all impressions run through Videology's platform in Canada in the first quarter of 2016, mobile devices were used on 64% of all Canadian campaigns. This is an increase of 12% over Q4 2015.

“Today, consumers simply see video as video,” said Ryan Ladisa, MD, Videology Canada. “Whether it's mobile, TV, desktop or OTT, consumers just want to view the content they love. It's encouraging to see cross-screen usage within our platform as it proves marketers are embracing this evolution of content consumption in their advertising strategy.”

All campaigns run in Q4 used demographic targeting such as age or gender to reach their target audience. Almost 50% of ad impressions included behavioural targeting data, which was up 11% from last quarter. In addition, frequency caps were used on 49% of campaigns.

In Q1, most campaigns were bought on a TV-like, guaranteed basis. While campaigns bought on a cost per completed views (CPCV) basis were down 40% this quarter, there was an increase in those bought using dynamic pricing (DCPM). And although 15-second spots continued to be the most popular length among advertisers in Q1, their share has dropped about 15% versus one year prior. Thirty-second ads made up 35% of all creatives.

Videology also recently found that marketers are using their TV advertising plans to inform their digital and mobile video ad buys. According to an analysis of all impressions run through Videology's platform in the fourth quarter of 2015, the number of US video campaigns using TV audience data to target with digital video increased 114% year-on-year.