The call for advertisers to recognize the impact of digital video is out with the Brightroll 2012 Canada Video Advertising Report. Outlining the growing popularity of watching content on the web the report calls for advertisers to integrate video into their marketing strategy. With 91% of Canada’s Internet population now making online video a part of their regular surfing those looking to expand their customer base and connect with their consumers need to start working with those who understand the art of making content that keeps views coming.

“Now is the time for Canadian advertisers to leverage the impact of sight, sound and motion in their digital campaigns.” – Brightroll

Brightroll’s report makes it clear that the targeting capabilities of online video ads are incredibly valuable, as advertisers can easily choose from a variety of demographic and behavioural details that allow them to help define their reach. In fact, Nielsen a global leader in measurement and information, has shown that online videos ads have been consistently outperforming traditional TV ads, and advertisers are agreeing with these findings, with 68% now reporting that digital video is equal or better than TV when it comes to effectiveness.

One of the key trends highlighted by Brightroll is the growing number of Canadians carrying smartphones, with 48% of the country now having them on hand. Combined with tablet ownership quadrupling year over year, this means that more people are watching content on the go. As advertisers are now dedicating $51 million for mobile ad spending, learning where to integrate your content, and how to approach customers as they are out and about means choosing producers who know how to make digital content work anywhere.

For help producing your online videos and your own cohesive digital video campaign contact Atomic Spark.

Melissa Jackson is a project assistant extraordinaire at Atomic Spa

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