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Study: digital video advertising in Canada

New York-based digital video advertising delivery company Videology has released a number of findings on video advertising in Canada based on the 22 million ad impressions it delivered in the second quarter of 2012. According to these findings, Canada leads the US and the United Kingdon in cross-device video advertising. During the second quarter, Canadian advertisers placed approximately half of their video ads online, while 22% went to mobile devices and 21% went to "advanced TV" services. In comparison, 90% of ads in the US were placed online. Consumer packaged goods were responsible for 46% of total digital video advertising spending, with restaurants in second place at 18%. According to the company, 83% of Canadian video ads are geographically targeted, while 17% are targeted by language. Seventy-one percent of these ads were 15 seconds in length, while 29% were 30 seconds long. The 15-second ads had a seven percent higher completion rate, but the 30-second ads had a 42% higher click-through rate. According to the company, mobile video ads had click-through rates 150% higher than online video ads. "We are seeing interest in cross-device video advertising growing across all markets, but nowhere is this trend more evident than in Canada," said Brian Danzis, senior vice-president of North American media and platform sales at Videology. "Canadians are among the most ardent consumers of video across all devices, and advertisers are following their lead."

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