Mobile advertising is now part of the “majority” of Canadian ad campaigns, with cross-screen video campaigns growing 44% in the fourth quarter of 2015, according to a new study from Videology.
In an analysis of all impressions run through its platform in the fourth quarter, the TV and digital advertising software provider found 46% targeted desktop only, 33% targeted desktop and mobile, and 12% targeted desktop, mobile and over-the-top combined.
Mobile-only accounted for 7% of all campaigns, up from 3% in the previous quarter. Videology Canada managing director Ryan Ladisa said brand advertisers are increasingly focused on delivering ads to the appropriate audience and making sure they are seen.
Ladisa said advertisers are “increasingly comfortable” allowing ads to run beyond the desktop to include a full mix of devices.
Fifteen-second ads accounted for 57% of the total, followed by 30-second ads at 37%.
View-through rate remained the most significant campaign objective among advertisers, growing 64% since the start of the year. The percentage of advertisers who opted to optimize campaigns for viewability was relatively low at 6%, but up 3% from the third quarter of 2015.
Ladisa said the changes reflect a “growing interest” in viewability among advertisers and agencies, and said that the percentage is likely to grow. In the U.S., for example, the percentage of advertisers selecting viewability as a campaign objective in the fourth quarter was up to 56%.
CPG companies and automotive companies accounted for more than half of all video campaigns in the fourth quarter, at 28% and 26% respectively, followed by pharmaceutical companies at 11%.
More than one-third (40%) of ad impressions included behavioural targeting data, with 69% of advertisers using Nielsen or comScore for verification. Ninety per cent of impressions were purchased on a guaranteed CPM basis.