Survey: Video advertising rising fast in Canada

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A new survey reveals what Canadian advertising agencies need to heed to hit their targets. The main takeaway? Video advertising is too big to ignore.

Analysts from BrightRoll and IAB Canada looked into “insights and trends that deserve more attention” in their 2015 Canada Advertising Agency Survey, which include metrics to measure success and agency trends in digital video advertising.

More than 100 executives at top advertising agencies across Canada weighed in.

The study’s conclusion was that 2014 was what investigators believed to be “a watershed year for video advertising”, seeing a rise in digital video advertising, along with increasing confidence in its efficacy.

In 2012, about a fifth of clients said a majority of their “request for proposals” came from video ad components. Last year that number grew to a third.

A little over two-thirds of those surveyed said that online video advertising is most effective, or more effective than television.

The survey also maintained that “agency respondents ranked completed views, conversions, and brand lift as the three metrics that mattered most.” Finally, more than half of respondents concurred that “video is where they expect the largest increase in digital media spend” and 85 percent of agency respondents are “likely to dedicate budget to tablet video.”

In the U.S., video advertising is also enjoying a golden era. According to Q4 2014 research by Integral Ad Science, the percentage of U.S. online video ads that were in-view that quarter reached 39.0 percent, a 9-percentage-point quarter-over-quarter increase. Online video is now the fastest-growing ad category in the U.S., growing 34 percent last year to nearly $11 billion.

Last December, B2BNN reported that mobile device marketing has seen a sharp shift upwards. According to a recent Salesforce survey, more than two thirds of marketers have decided to emphasize social media as their primary target.

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