Online Video Viewership up 58% in Canada, Video Ad Traffic Jumps 169%

Canada’s video advertising report for 2012, conducted by Brightroll in conjunction with the Internet Advertising Bureau of Canada, was released last week. According to it, more than 91% of the country’s online population of 25 million people regularly watch videos online.

Total online video viewership is up 58% year over year. Consumers in all age groups are watching more video for a longer period of time. In fact, 68% believe that digital video is equal to or better than TV in terms of effectiveness.

Montreal-based SourceKnowledge, who say they are Canada’s largest private video network, saw a 169% increase in video streams in the two month period between July and August in 2012’s estimated $74 million online video advertising industry. That’s from 26 million streams in July to over 70 million streams in August.

Video advertising as a $74 million industry in Canada represents an estimated 43% increase this year alone. The company says that their global reach of an audience has expanded steadily to meet growing advertiser demand.

Even mobile ad spending is estimated to rise to $51 million in 2012 for the video and display advertising category. That’s as smartphone penetration pushes the 50% mark in Canada. Cisco’s ISBG Horizons study suggests tablet penetration in Canada is 22% according to Strategy Analytics.

The SourceKnowledge network is organized into three distinct channels: Vibers, Metro, and Family. The ad network has close relationships with several North American websites within these main advertising channels.

Vibers are classified as between the ages of 18 to 25 and interested in gaming, music, and social website categories. Metro are classified as Urbanites between the ages of 26 to 34 which include food and film website categories. Family is classified as 35 to 45 which includes women and entertainment website categories. Some of the sites include,,,,, and

SourceKnowledge, which started with search engine marketing and display ads, has aggressively moved into video in the three years they have been around.

The company developed and released this year what is known as a video ad serving template (VAST) and a video ad application programming interface definition. With VAST, publishers can accept ads from multiple advertisers and allows advertisers to use the same ad across multiple publishers.

This allows for the consistent delivery of video ads to premium long form and short form video sites. The company measures ad campaigns by click thru rate (CTR) and view thru rate (VTR). Completion rate across all publishers for video ad units was an average of 72% in July and August.

SourceKnowledge further offers different kinds of video ads. The newest is the “pushdown” which is an expanding above-the-fold ad unit that pushes page content down when the creative expands. It can also be user-initiated which leads to high engagement rates on the video ad.

“Advertisers have in fact seen a boost in user engagement with the use of the Pushdown unit,” says Hector Pantazopoulos, VP of Business Development and co-founder of SourceKnowledge. SourceKnowledge’s video Pushdown delivered on the SourceKnowledge Network has a 64.2% completion rate and has quickly become a favorite with advertisers. A recent study shows that users are 164% more likely to engage with a Pushdown than with a regular banner.”

Other common video ad units offered include the slider and pre-rolls. The slider is an automated overlay unit at the bottom of the page which can be closed by the user. It can allow users to engage in a custom branded experience.

The pre-roll can either be standard or interactive which engages the user with specific video content that captivates attention with specific view options. Standard display ads load with the page. SourceKnowledge also offers custom units to build brand awareness through custom site skins, vokens, wallpapers and more. This can increase user recall and engagement.

SourceKnowledge follows the Internet Advertising Bureau’s guidelines for ads in Canada and is also a member.