Digital advertising platform and solutions provider Videology has released its 1st quarter findings on the video advertising market in Canada based on an analysis of 51 million impressions delivered via its platform from January to March 2013. Among the findings, Videology found that Canada continues to outpace other markets in terms of cross-device video advertising. The share of digital video ad impressions placed on mobile and connected TV in the 1st quarter amounted to 37%, with the remainder placed online. Comparatively, 26% of impressions were placed on mobile and connected TV the previous quarter—an 11% increase quarter-over-quarter. In the US and the UK, 8% and 7% of ads were placed on mobile and connected TV, respectively.
Mobile and connected TV video ads are not the only devices seeing growth in Canada – online video on PCs/computers also grew 63% year-over-year on the Videology platform. Overall, across all devices, digital video advertising in Canada has grown 119% year-over-year.
“Our latest analysis is representative of the overall growth and interest in video advertising in Canada,” said Brian Danzis, Videology’s Senior President of Media & Platform Sales, North America. “Marketers continue to see great, effective results from cross-device video advertising. We fully expect this growth to continue throughout the year, particularly as Nielsen rolls out its Online Campaign Ratings, enabling holistic planning across both television and video.”
Additional highlights from the Q1 Canadian Video Market At-A-Glance:
- There is an increasingly diverse roster of advertisers using video in Canada; the top category spenders in Q1 2013 were Consumer Goods, Auto, Alcohol and Entertainment. While CPG remained the top category in Q1, Auto increased its share of 6.7% in Q4 to 20.1% in Q1 – a 2-fold increase in impressions quarter-over-quarter.
- The share of :30 second ads increased from 37% in Q1 2012 to 52% in Q1 2013, perhaps reflective of the continuing migration of television strategies to digital video.
- Advertisers continued to leverage video’s ability to target beyond age and gender. In Q1, 95% were using some form of behavioral or data-driven targeting – a 13% increase quarter-over-quarter.