Videology has released its first quarterly report of 2016 of video impressions served through its service for the Canadian market, which shows mobile devices are playing a bigger and bigger part of marketing campaigns.
Mobile utilization among campaigns reached 64% in the measured period (Jan. 1 to March 31, 2016), up from 52% in Q4 2015.
“Today, consumers simply see video as video,” said Ryan Ladisa, Videology Canada’s managing director, in a release. “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.”
The report also showed that while 15-second ads remain the dominant format for video advertising at 50% of executions studied, its use has dropped by 12% from the same period last year. Thirty-second ads seem to be stealing share.
Videology’s data also suggests campaign objectives are shifting among marketers. In Q4 of last year, view-through rate was the most-cited video campaign objective at 89% while click-through rate was the second-most used indicator at at 16%. In Q1 2016, however, viewable rate grew in popularity, reaching 46% compared to 6% in Q4 and 3% in Q3. (The Q4 2015 data can be found here.)
Click the graphic below for more details on Videology’s latest report.
