Mobile was used in nearly two-thirds (64%) of all online video campaigns in the first quarter according to the latest “Canada video market at a glance” report from Videology. That represents a 12% increase over the previous quarter.
The report is based on analysis of all the impressions that flowed through the TV and video advertising software provider’s Canadian platform between Jan. 1 and March 31.
Fifteen per cent of the campaigns that ran through the Videology platform were mobile-only, while nearly half of campaigns (49%) were deployed across multiple screens, a 5% increase over the previous quarter.
Videology’s managing director Ryan Ladisa said that consumers increasingly regard “video as video” and typically do not distinguish between mobile, TV, desktop or over-the-top delivery.
Although 85% of campaigns listed view-through rate as their objective, viewable rate as an objective grew 9% in the past year to 46%, while 7% of campaigns listed click-through rate as an objective.
The automotive industry accounted for an industry-leading 26% of all video advertising in the quarter, ahead of restaurants (18%), consumer goods (16%), health (9%) and retail (8%).
Nearly half (49%) of campaigns employed behavioural targeting, an 11% increase from the previous quarter, while 47% of campaigns used frequency caps.
Nearly all campaigns (92%) were purchased on a CPM basis, with campaigns purchased on a cost per competed view basis falling 40% in the quarter.
Fifteen-second ads comprised 50% of all online video ads, although that represented a 15% decline from the previous year. Thirty-second ads comprised 35% of all inventory, followed by 60-second ads at 15%.
