Consumer goods, entertainment, travel take ever-greater share of video ad impressions
Consumers in Canada are fans of online video. The country has one of the world’s highest rates of online video penetration, and advertisers have begun putting their money where viewers’ eyes are. eMarketer projects that advertisers in Canada will spend $181.3 million on online video in 2013, and that spending will increase to $360.5 million by 2016.
A new study from Videology shows that the consumer goods sector, in particular, is leading this transition to digital video ads. According to Videology’s analysis of the 77.1 million online video impressions served in Canada in Q4 2012, the consumer goods category accounted for 38% of digital video ads. That’s more than double the share of the next largest sector, entertainment, which accounted for another 17% of digital video ad impressions.
The large majority of digital video ad impressions continued to be served to computers, while 18% of digital video ads were served to connected TVs and just 8% were served to mobile devices.
Male consumers were exposed to a slightly larger share of digital video ad impressions than female consumers. The most targeted age group, intriguingly, were 45- to 54-year-olds, who received 23.4% of all video ad impressions. Younger viewers were not particularly well represented: 18- to 24-year-olds made up just 12% of total impressions.
In addition, roughly three-fourths of the video ads were geotargeted—the highest concentration of a particular kind of targeting. Geotargeting may be even more relevant in Canada, where language and local availability of products and services can vary widely between regions. One-quarter of digital video ad impressions were also “dayparted,” i.e. served at a specific time of day.
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