First Quarter Analysis Shows Vast Majority of Marketers Bought Video Ads Using Guaranteed CPM
TORONTO, June 4, 2014 /CNW/ - Videology—one of the world's largest video advertising platforms— today released its 1st Quarter 2014 findings on the video advertising market in Canada, which shows the vast majority of advertisers are buying their online video ads the same way they do on TV – in a reserved fashion.
"While many of the headlines have focused on the use of real time bidding, reserved buying at a fixed CPM remains the mainstay of TV-centric advertisers buying video in a programmatic fashion," said Scott Ferber, Chairman and CEO of Videology. "As television and video continue to converge, the same advertisers who rely on the guaranteed, time sensitive delivery offered by television are looking for those same guarantees in video. Reserved, automated buying has always been a mainstay of our offering. Clearly, it resonates with advertisers using the platform, as 9 out of every 10 campaigns are purchased in this way."
According to the analysis, which is based on over 112 million impressions delivered via Videology's platform from January through March 2014 in Canada, 89% of advertising campaigns were purchased on a guaranteed CPM.
This is the first time that this type of data was made public, as Videology recently enhanced its quarterly Canadian Video Market At-A-Glance report to include metrics around buy type in order to reflect the increased focus in the industry around brand-focused and TV-like digital buying.
Additional highlights from the report include:
- Advertisers are embracing a screen-agnostic approach to video advertising; in Q1, 30% of all campaigns included a mobile or connected TV component, and one quarter of all campaigns ran across all three screens—mobile, connected TV and computer.
- CPG continued its reign as the top video ad category, increasing its share from 27% in Q1 2013 to 33% in Q1 2014. Auto held steady in the number two position at 20%, and the Financial Services category nudged out Alcohol to take the number three position at 9%
- Of the 46% of advertisements using advanced targeting (beyond demo targeting), 49% were geo-targeted, and 30% were behaviorally targeted, while 13% targeted by context, 7% by browser language and 1% by daypart.
- Total video impressions on Videology's platform more than doubled year-over-year in the Canadian market.
The full Canada Video Market At-A-Glance and other country-specific versions are available on videologygroup.com.
Videology (videologygroup.com) is one of the world's largest video advertising platforms. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Tokyo, Singapore, Sydney and sales teams across North America.
For more information, contact Michele Skettino at Michele@videologygroup.com or 212-231-7853.
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