Canadian Advertisers' Use of Cross-Screen Campaigns Rose Nearly 77% Since Q1 2017
CommPRO.biz Editorial Staff
Software provider for converged TV and video advertising, Videology has released its "Canada Video Market At-A-Glance Q2 2017" report. The report highlights the fact that advertisers are increasingly using cross-screen campaigns, rising nearly 77% since last quarter.
In the report, 55% of campaigns ran across multiple screens, especially PC and mobile. 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."
100% of all campaigns run in Q2 utilized demographic targeting, with 66% using domain targeting. In addition, advertisers used tactics such as behavior, 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.
