Mobile-only video campaigns are on the rise, says Videology
Videology, the software provider of converged TV and video ads, has found that cross-screen video campaigns continue to grow year-on-year with mobile advertising now part of the majority of campaigns run in the Canadian marketplace.
The study is based on impressions through Videology’s platform during Q4 2015. Of all video campaigns, 46% targeted desktop only, 33% targeted desktop and mobile, and 12% desktop, mobile and OTT. Mobile-only video campaigns ranked at 7% of all campaigns, up from 3% in Q3 2015.
Mobile only video campaigns signal strong growth
Ryan Ladisa, Managing Director, Videology Canada, says:
“The shifts toward cross-screen advertising are following the general shifts of consumer viewership in the market. Brand advertisers are focused on delivering ads to the right audience, and making sure those ads are seen. They are increasingly comfortable with allowing those ads to run beyond the desktop computer, to include the full mix of devices where their consumers are watching content.”
The study also found that View Through Rate (VTR) continued to be the most popular campaign objective, growing 64% last year. Ladisa adds:
“It reflects a growing interest in viewability among advertisers and agencies, and the percentage is likely to continue to grow. In the US, for instance, the percentage of advertisers choosing viewability as a campaign objective in Q4 was up to 56%.”
Click-Through-Rates on mobile were significantly higher than on PCs.
CTR higher for mobile devices
In addition, the research found that top verticals running video campaigns were consumer goods (28%), automotive (26%) and pharmaceutical (11%).
Top categories for video campaigns
90% of impressions were purchased on a guaranteed CPM basis.
30 second ads were the most popular, followed by 15 seconds at 36%.
Marketers chose geo-targeting most frequently (65%). Behavioural (60%) and TV viewing (18%) campaign objectives were also high.