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Study: Online video advertising in Canada

IAB Canada has released a report on digital video advertising in Canada, produced in association with BrightRoll of San Francisco. The study draws on information from approximately 100 Canadian advertising executives regarding advertising online, on mobile devices, tablets and connected television sets. According to the results, 45% of respondents said that more than half of their requests-for-proposals last year included a digital video ad component, a 10% increase from 2011. Sixty-eight percent of respondents said digital video is equally as effective or more effective than traditional television. Eighty-two percent said digital video equally as effective or more effective than display advertising. Behavioral targeting was ranked as the most important form of ad targeting by 32% of respondents, while demographic targeting was favoured by 19% and audience targeting was ranked highest by 20%. Ninety-six percent of respondents said they use pre-roll advertising in their online campaigns, while 26% use it in mobile campaigns and 30% use it in tablet initiatives. Half of the respondents said that they will use pre-roll on mobile and tablet campaigns in the next year. "Canada's digital video landscape has shifted, and is growing at a dramatic pace, making the country a fertile ground for digital marketers and advertisers to invest in digital media," said Chris Williams, president of IAB Canada. "With digital video established as an integral part of most advertising campaigns, the industry will continue to work toward the creation of standard measurement and actionable success metrics."

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