- Mobile Ad Campaigns in Canada Increased 2.6 times Over Last Quarter
TORONTO, Aug. 6, 2015 /CNW/ -- Videology (videologygroup.com), a leading software provider for converged TV and video advertising, found that Canadian advertisers are continuing to take a cross-screen approach to their video planning, and placed an especially strong focus on mobile in Q2.
According to an analysis of Videology's platform usage in Canada from the second quarter, the total number of campaigns delivered on mobile increased 260% compared to the previous quarter, with 47% of campaigns including a mobile component.
Videology's 2nd Quarter Canada Video Market At-A-Glance, found 46% of campaigns ran on more than one screen (e.g., PC and mobile) in the first half of 2015, compared to just 39% of campaigns in the second half of 2014.
"Mobile usage is the predominant factor leading to the increase in the amount of time that consumers are spending with screens, and advertisers know they need to follow their audiences," said Scott Ferber, Videology Chairman and CEO. "But just as consumers are not using one screen to the exclusion of others, advertisers too are embracing a converged approach to planning and buying video. This will only increase as results continue to show the value of cross-device campaigns and as cross-screen data becomes more available in the Canadian market."
The analysis also found Canadian advertisers are continuing to buy their digital video ads on a guaranteed CPM basis, similar to the way TV is bought and sold. In Q2, 97% of advertisers using Videology's platform bought on a fixed-price, reserved model, up slightly from 93% in the previous quarter.
Other key findings from the infographic include:
- There was a 79% increase in the number of campaigns that were specifically optimized for audience verification, pointing to advertisers' continued focus on 3rd party confirmation for their campaign performance.
- CPG (38%) led all other categories in impressions run through Videology's platform in Canada in Q2, a 141% year-over-year increase.
- 76% of campaigns ran on VPAID inventory, and 24% on VAST inventory – indicating that Canadian advertisers are more readily embracing the advanced measurement and interactivity VPAID affords. This is a notable increase compared to Q1, when only 53% ran on VPAID and 47% on VAST.
Videology's 2nd Quarter Canada Video Market At-A-Glance infographic can be found at http://bit.ly/1DuLdnO.
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. 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, Singapore, Sydney, Tokyo and sales teams across North America.
For more information, contact Michele Skettino at [email protected] or 212-231-7853.