Canada Leading Charge in Cross-Device Video Advertising

^[1]Videology ^[2], a digital video advertising platform and solutions provider headquartered in Baltimore, recently released its 2^ndquarter findings on the video advertising market in Canada ^[3] based on an analysis of 22 million impressions delivered via its platform from April to June 2012.

Among the highlights, Videology found that in a comparison to both the U.S. and the U.K., Canada leads the way in terms of cross-device video advertising. In the 2^nd quarter, slightly more than half of video ad impressions were placed online, while 22% went to mobile devices and 21% went to advanced TV. In contrast, 90% of impressions in the U.S. were placed online.

“We are seeing interest in cross-device video advertising growing across all markets, but nowhere is this trend more evident than in Canada,” said Brian Danzis, Videology’s Sr. Vice President of Media & Platform Sales, North America. “Canadians are among the most ardent consumers of video across all devices, and advertisers are following their lead. And we’re seeing some really strong results. The right screen mix built around an advertiser’s specific campaign objectives can send ROI metrics soaring with incremental cost.”

Canadian advertisers are projected to spend over 280% more on video advertising in 2012 compared to 2010 (eMarketer, May 2012). The upward trend in cross-device spending is also likely to grow as consumers watch more video on devices beyond the computer. Smartphone penetration has reached 45% in Canada, and 35% of those users view video on their phone each month (Ipsos MediaCT/Google, March 2012). In addition, Videology’s reach of advanced TV viewers in Canada now tops 2.2 million unique viewers, providing a scalable option for advertisers, particularly on multi-screen campaigns.

Other Videology report highlights:

• CPG remained the top video ad category at 46% of total spend, while restaurants took the #2 slot at 18%.
• Due to the unique marketplace needs, almost all video ads in Canada were targeted beyond age and gender demo targeting—83% was geo-targeted and 17% was targeted by language.
• The vast majority of video ads (71%) were :15 second spots, while 29% were :30 second units. On a performance basis, :15 second spots produce 7% higher video completion rates than :30 second units, while the :30s show 42% higher click through rates than :15s.
• Performance metrics by device show that advanced TV delivers a 20% higher rate of
  completed views compared to online video, while mobile delivers upwards of 150% higher click through rates.

(Source: Videology, April- June 2012, based on 22 million video ad impressions.)