Videology, a global digital advertising platform and solutions provider with a location in Toronto, recently released its 4th quarter findings on the video advertising market in Canada based on an analysis of 77 million impressions delivered via its platform from October to December 2012. Among the findings, Videology found that Canada continues to lead its global business in terms of cross-device video advertising. The share of video ad impressions placed on mobile and connected TV in the 4th quarter amounted to 26%, with the remainder placed online. Comparatively, the US and the UK placed 8% and 5% of their ads on mobile and connected TV, respectively.
Canada is second only to Argentina in terms of online video penetration and advertisers are projected to spend over 148% more on video advertising in 2013 compared to 2011 (eMarketer, January, 2013).
“Canadians are some of the most voracious video consumers in the world,” said Brian Danzis, Videology’s Senior Vice President of Media & Platform Sales, North America. “Clearly, advertisers’ growing interest and willingness to allocate budgets across screens is a direct reflection of the unique viewing patterns in the Canadian marketplace. 2013 will be a watershed year for video, particularly for brand advertisers who now view video as simply another component of their television campaigns.”
Here are some more highlights from the Q4 Canadian Video Market At-A-Glance:
- There is an increasingly diverse roster of advertisers using video in Canada; the top category spenders in Q4 2012 were Consumer Goods, Entertainment, Travel, Restaurants and Auto.
- As television budgets migrate, Canadian advertisers are incorporating more :30 second ads into their video campaigns—with the mix becoming almost balanced between :15 second units and :30 second ads. (In Q1 2012, by comparison, 63% were :15 second ads)
- The majority of advertisers are using data beyond age/gender to power their campaigns. In Q4 2012, 82% were using some form of behavioral or data-driven targeting beyond age/gender criteria.
The full Canadian Video Market At-A-Glance is available on the Videology website.