Over 90% of Canadian Advertisers Used Advanced Targeting in Q4
Videology, one of the world's leading video advertising technology platforms, found Canadian marketers are embracing more sophisticated methods of targeting and execution compared to a year ago.
According to an analysis of Videology's platform in the fourth quarter, 92% of Canadian advertisers ran video campaigns with some form of advanced ad targeting – a 48% increase in the use of this targeting year-on-year – using data to reach intended consumers based on attributes beyond age and gender demographics, such as by their behavioural or purchase patterns.
The use of advanced targeting in Canada – which grew gradually on the Videology platform throughout 2014 – comes on the heels of another recently released Videology study that shows advanced targeting improved viewability rankings significantly compared to those targeted by demographics only.
Videology's analysis, titled the Fourth Quarter Canada Video Market At-A-Glance, also found 35% of advertisers ran their campaigns on more than one screen (e.g., PC and mobile) in Q4 2014, compared to 27% in Q1 2014. Specifically, 8% of all Q4 2014 campaigns ran on PC and mobile simultaneously, compared to just 1% in Q1 2014.
"It's clear Canadian marketers are increasingly relying on data to provide insights into their campaigns," said Scott Ferber, Videology Chairman and CEO. "And it's more important than ever that this data can be used to follow viewers across their cross-screen journey in a fluid way."
Other key findings from the Fourth Quarter Canada Video Market-At-A-Glance include:
97% of video campaigns were bought in a guaranteed, TV-like fashion (as opposed to RTB), up from 89% at the start of the year in Q1 2014.
24% of all campaigns simultaneously ran across PC, Mobile and Connected TV in the fourth quarter.
While CPG advertisers made up the majority of impressions on the Videology platform (27%) in Q4, Auto advertisers increased their share of impressions 38% year-on-year and 100% quarter-on-quarter.
www.videologygroup.com
