We know that Canada ranks #2 in the world for online video consumption, but a new report from Videology shows us who video advertisers are targeting in Canada, especially when compared to the data coming from the US and the UK for the last 3 months of 2012.

Who Is Using Video For Advertising?

The consumer goods industry currently dominates the Canadian video ad sector with a 38% share of 77.1 million online video impressions tracked from October to December 2012. That’s nearly more than the next three sectors combined, but it’s clear that consumer goods, entertainment, travel and restaurant advertising take the lion’s share of the market. This is in stark contrast to the US, where consumer goods, auto, retail and telecoms commanded the views with a combined total of 58.5% out of a possible 2.37 billion impressions.

All four of the leading categories increased their share of impressions in Canada compared to Q3 2012.

who is advertising in Canada

 Who Is Being Advertised To – And How?

Unsurprisingly, entertainment sites attracted the most impressions (on the Videology platform) with a massive 90% share of the pie, followed a very, very long way behind by gaming and sports websites.

video publishers

Advertisers not only favoured sites centred around showbiz, celebrity news and other entertainment fluff but they also aimed for potential viewers via specific geo-targeting (which makes total sense given that Canada is a bilingual country) and by time of day methodology.

behavioural targeting

Segmentation by age was also a significant factor for targeting with 42.1% of the potential viewer demographic aged between 45 and 64 years of age. This didn’t differ too much from the US stats, where 38.7 of the same age group were the focus of attention, however the figure from the UK was significantly lower at only 28.6%.

video by age

With regards to gender, the ads served to women accounted for 47.8% of the 77.1 million impressions – an increase of 18% compared to Q3.

How Canadians Are Watching Online Video

Consumption via PC and/or laptop remains the most popular way to receive/watch video ads although Videology confirm a slight (and unexpected?) drop in impressions via mobiles and tablets and Connected TVs. However, ads watched via those Connected TVs was still 18 times higher than in the UK and 5 times higher than the US for Q4. I guess Canadians love their Smart TV’s eh?

As for length of video ad served, there isn’t too much between those that last 15 seconds and those that last twice as long.

video ad by length and device

eMarketer predicts a $181.3 million spend on online video in Canada in 2013, which will increase to $360.5 million by 2016. We’ll be keeping a close eye on the data to see how the video advertising industry continues to behave in the Canadian region.