A new report from Videology answers a big question. The answer to the question: “What do Canadian video advertisers want?” is simple: guaranteed results.
“Q4 2016 Canada Video Market At-A-Glance” reveals that a vast majority of advertisers are now requesting guaranteed results for their digital video campaigns.
Videology, a leading software provider for converged TV and video advertising, knows that of all of the impressions run through its platform in Q4,2016, fully 98 percent of them used ‘Guaranteed CPM’ as their programmatic buy type.
This pricing model provides advertisers guaranteed reserved inventory and fixed pricing. The benefit? Knowing the cost of a campaign and the volume associated with it — and in advance of its launch.
“The nature of video advertising—built from the roots of TV—is one of constrained, premium inventory,” said Bryan Segal, the Managing Director at Videology Canada. “Advertisers understand the importance of running against quality content and they understand that there’s only so much of it to go around. Knowing that, bidded strategies without guarantees on cost or return simply don’t work. They need the guarantees in order to optimize their advertising strategy against their sales goals.”
Other findings from the report include the fact that in Q4, the Automotive vertical took over the top advertiser category spot, growing from 27 to 29 percent of campaigns. Home and Garden entered the top campaigns for Q4, representing 5 percent of all campaigns.
The full report can be found here.