Videology Releases 2nd Quarter Video Advertising Stats for Canadian Market
NEW YORK, Aug. 20, 2012 /CNW/ - Videology—a digital video advertising platform and solutions provider—recently released its 2nd quarter findings on the video advertising market in Canada based on an analysis of 22 million impressions delivered via its platform from April to June 2012.
Among the highlights, Videology found that in a comparison to both the U.S. and the U.K., Canada leads the way in terms of cross-device video advertising. In the 2nd quarter, slightly more than half of video ad impressions were placed online, while 22% went to mobile devices and 21% went to advanced TV. In contrast, 90% of impressions in the U.S. were placed online.
"We are seeing interest in cross-device video advertising growing across all markets, but nowhere is this trend more evident than in Canada," said Brian Danzis, Videology's Sr. Vice President of Media & Platform Sales, North America. "Canadians are among the most ardent consumers of video across all devices, and advertisers are following their lead. And we're seeing some really strong results. The right screen mix built around an advertiser's specific campaign objectives can send ROI metrics soaring with incremental cost."
Canadian advertisers are projected to spend over 280% more on video advertising in 2012 compared to 2010 (eMarketer, May 2012). The upward trend in cross-device spending is also likely to grow as consumers watch more video on devices beyond the computer. Smartphone penetration has reached 45% in Canada, and 35% of those users view video on their phone each month (Ipsos MediaCT/Google, March 2012). In addition, Videology's reach of advanced TV viewers in Canada now tops 2.2 million unique viewers, providing a scalable option for advertisers, particularly on multi-screen campaigns.
Other Videology report highlights:
- CPG remained the top video ad category at 46% of total spend, while restaurants took the #2 slot at 18%.
- Due to the unique marketplace needs, almost all video ads in Canada were targeted beyond age and gender demo targeting—83% was geo-targeted and 17% was targeted by language.
- The vast majority of video ads (71%) were :15 second spots, while 29% were :30 second units. On a performance basis, :15 second spots produce 7% higher video completion rates than :30 second units, while the :30s show 42% higher click through rates than :15s.
- Performance metrics by device show that advanced TV delivers a 20% higher rate of
completed views compared to online video, while mobile delivers upwards of 150% higher click through rates.
(Source: Videology, April- June 2012, based on 22 million video ad impressions.)
The full Canadian Video Market At-A-Glance analysis is available on the Videology website.
Videology (videologygroup.com) is a device-agnostic video advertising technology that works across all video screens to connect brands with consumers. Videology achieves this through mathematically-driven data analyses that allow it to target precise consumer segments—at scale—by demographics, psychographics, and behavioral segments. This precise targeting permits advertisers to extract increased value from every media impression, and allows content partners to monetize their audience more effectively.
Videology, Inc., is a privately-held, venture-backed company, whose investors include NEA, Valhalla Partners and Comcast Ventures. The company is headquartered in Baltimore, MD, with key offices in New York, Austin and London, and sales teams across North America.
For more information, contact Michele Skettino, Michele@videologygroup.com, 917-653-0073.
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