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New Videology Report Finds Canadian Advertisers' Use of Cross-Screen Campaigns Rose Nearly 77% Since Q1 2017
TORONTO, Aug. 9, 2017 /PRNewswire/ -- Videology a leading software provider for converged TV and video advertising today released its "Canada Video Market At-A-Glance Q2 2017" report. The report shows that advertisers are increasingly deploying cross-screen campaigns, rising by nearly 77% since last quarter.
The report found that 55% of campaigns ran across multiple screens, most notably PC and mobile (47%). In addition, campaigns that used mobile grew around 20% from last quarter.
"Consumers are increasingly viewing video content across screens, so it's no surprise that we're seeing more and more advertisers executing multi-screen campaigns," said Mark McKee, SVP of North America, Videology. "Today, it's top of mind for advertisers to reach their audiences wherever they are consuming content. Leveraging a holistic advertising strategy across screens is proven to be one of the most effective ways to reach the right audiences."
Similar to last quarter, 100% of all campaigns run in Q2 utilized demographic targeting, while 66% used domain targeting. Additionally, advertisers relied on other tactics such as behavioural, geographic and frequency caps.
In this quarter, Retail was the top advertiser category, increasing 38% from last quarter. Other top categories included Automotive, Finance, Food & Drink, and Health & Fitness.
Additional key findings of the report include:
- Most advertisers chose view-through rate as an objective (71%), followed by click-through rate (19%) and viewable rate (18%).
- When viewability was selected, 85% of advertisers chose it as their secondary objective.
- Advertisers continue to prefer the MRC Standard (78%) over the Custom Standard (22%).
- Continuing the trend from last quarter, most campaigns in Q2 2017 were bought on a guaranteed CPM basis.
- Advertisers utilized 15-second spots more often than 30-second spots, growing 40% from the prior quarter.
Additional details and the full report, "Canada Video Market At-A-Glance Q2 2017," can be found here.
Videology 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 Canadian business inquiries, contact firstname.lastname@example.org.
Communications Lead, Videology
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