Fifty-three percent of Canadian video campaigns now incorporate at least two devices, according to Videology‘s latest quarterly report on online video in Canada. That includes 41% of campaigns that run across desktop and mobile and 12% that also include over-the-top content players.
This is the first quarter where the number of cross-device campaigns has eclipsed the number of single-device campaigns, Videology says. In Q2 cross-device accounted for 44% of video campaigns.
The report is based on over 300 million impressions bought through Videology between July and September. The company buys both programmatic and direct online video, and works with some of Canada’s largest media agencies.
The report also says auto has overtaken CPG as the highest-spending advertising category on Videology’s platform. In Q2, CPG accounted for 38% of spend, while auto made up 27%. Though both categories lost overall share in Q3, overall spending in auto continues to grow at a much faster clip, up 5x year-over-year for the second quarter in a row.
In terms of how advertisers are targeting their ads, the majority (52%) now confine their campaigns to specific geographies, up from 36% in the first quarter of 2015. Behavioural targeting, however, has fallen in favour with buyers — it was used by 29% of campaigns in Q3 versus 38% in Q1.
Check out the full Videology infographic below, or download the report here.
