Canadian marketers are among the world’s most devout users of online video advertising according to a new report by Baltimore-based digital advertising platform and solutions provider Videology.
Based on analysis of 51 million impressions delivered via its platform between January and March, the Videology report said that Canada continues to outpace other global markets in terms of “cross-device” video advertising.
Reflecting their growing stature, mobile and connected TVs accounted for 37% of all video ad impressions in the three-month period – up from 26% in the corresponding year-earlier period. In the U.S. and the United Kingdom, mobile/connected TV accounted for 8% and 7% of all ads respectively.
Across all devices, online video advertising in Canada grew 119% on a year-on-year basis, with online video advertising on PCs/computers seeing 63% year-on-year growth.
“Marketers continue to see great effective results from cross-device video advertising,” said Brian Danzis, senior vice-president of media and platform sales, North America for Videology.
Danzis predicted that the growth would continue, particularly with the rollout of Nielsen’s online campaign ratings, which he said allow for “holistic planning” across both TV and radio.
The Videology report noted that there is also an “increasingly diverse” roster of advertisers using online video. Consumer packaged goods maintained its status as the top category spender in the first quarter, followed by automotive (which increased its share to 20.1% from 6.7% in the fourth quarter), beverage alcohol and entertainment.
After accounting for 37% of all online video advertising in the first quarter of 2012, 30-second spots were up over 52% in the first quarter of 2013. The report attributed the growth to the continuing migration of television strategies to digital video.
Online video’s ability to target beyond age and gender also contributed to its popularity, with 95% of advertisers using some form of behavioural or data-driven targeting in the first quarter, a 13% increase over the fourth quarter of 2012.
