TORONTO, Nov. 2, 2011 /CNW/ - As part of its ongoing effort to boost the
number and type of original, Canadian research studies into Digital
marketing and advertising trends and tactics, IAB Canada today
announced a recent partnership with BrightRoll Canada to create BrightRoll's 2011 Canadian Video Advertising Report. The study, which is based on the responses of more than 100
decision-makers and media buyers at leading Agencies across Canada,
shows that although to date, Advertisers have been slow to match to
Canadians' global-leading viewership of Digital Video with ad spend,
Agencies expect the largest overall change in Digital media spend in
2011 to come from Online + Mobile Video advertising increases.
Despite the fact that only 8.8% of survey respondents included Digital
Video in 80% or more of their 2010 RFPs, Agency personnel nevertheless
believe that Digital Video is more effective than both TV and Social
Media; and cite Digital Video's targeting abilities of as one of its
most valuable attributes.
Pre-Roll Video ads were the dominant Online Video ad format used, with
97% of respondents utilizing them in 2010 media plans (both alone, and
in combination with Companion ads adjacent to Video Player
environments). And although In-Banner Video, User-Initiated Big Box
Video as well as Overlay Video ad formats were also utilized 68%, 59%
and 45% of the time respectively, Pre-Roll Video is expected to
continue to be the dominant ad format used across all of Online, Mobile
and Tablet platforms in the next twelve months.
The price of Digital Video continues to be a barrier to increased spend,
especially in the absence of studies demonstrating best practices for
driving return on investment (ROI) for Digital Video; and, without
research resolving if and how Digital Video GRPs (Gross Rating Points)
compare to traditional TV GRPs. Standards such as VAST and VPAID --
designed to assist with the implementation and tracking of Digital
Video campaigns -- as well as education about these standards, will
also be key to quickly accelerating Digital Video ad spend in Canada.
"The benefits of utilizing Video within the Digital media mix are many,
and are now being brought to the surface by a variety of significant
players in the field," says, Paula Gignac, President, IAB Canada. "IAB
Canada's highlight of recent research from Microsoft Advertising that proves that Digital Video is equally or more effective than
traditional TV advertising, is an example of one such study; this,
coupled with IAB Canada's recent MIXX Canada Full-Day and Roadshow case-study presentations, as well as IAB Canada's own research partnerships with Casale Media and now BrightRoll Canada, proves that there is sound reasoning behind Digital Video's meteoric
growth in spend within the past two Canadian Internet Ad Revenue
Surveys, and Video's move to the top of the Digital toolbox, as an
important instrument for driving Advertiser results."
David Bellemare, Managing Director, BrightRoll Canada agrees: "Advances
in technology, inventory quality and industry standards have helped
Canada's Digital Video market evolve into a trusted source of expertise
for Advertisers seeking to reach target audiences with maximum impact.
BrightRoll Canada remains committed to helping to grow Digital Video
and educating Advertisers on its value. Our goal with this study is to
foster and contribute to the growing body of industry-wide research
that further demonstrates the category's viability and validates the
flow of ad dollars into the space."
Download BrightRoll Canada's 2011 Video Advertising Report NOW!
IAB Canada (www.iabcanada.com), is the national voice and de facto thought leader of the Canadian
Digital marketing and advertising industry, and is a not-for-profit
association representing Canada's most well-known and respected
Advertisers, Agencies, Media Companies, Mobile and VideoGame Marketers
+ Developers, Measurement Companies, Service Providers, Educational
Institutions and Government Associations operating within the space.
With more than 150 million monthly unique viewers worldwide, BrightRoll
(www.brightroll.com), is the world's largest and most trusted Video ad network and the
leading provider of Online Video advertising services. The BrightRoll
Network has access to billions of Video impressions per month enabling
advertisers to execute smart Online Video campaigns across a massive
pool of Web and Mobile Video inventory. BrightRoll's proprietary buying
technology, combined with its full site disclosure, detailed
performance reports and flexible targeting provide brands and Agencies
with the reach, frequency and scalability needed to achieve their
campaign goals. BrightRoll is a privately held, venture-backed company
headquartered in San Francisco, California, with European headquarters
SOURCE Interactive Advertising Bureau of Canada
For further information:
For additional information on Digital Video, including Spend, Trends, Standards, Effectiveness and Case-Studies, contact:
President, IAB Canada
416-598-3400 (ext. 26)
For more information on BrightRoll Canada's 2011 Video Advertising Report, contact:
Managing Director, BrightRoll Canada