Consumers are leading marketers towards cross-screen video convergence: - Canadians now consume video across many connected devices like smartphones, tablets, and internet-enabled TVs, blurring the lines between TV and online video. - While most viewing still occurs on traditional TVs, simultaneous "second-screen" viewing is common, with over half of Canadians using other devices while watching TV. - Marketers are optimistic about video's growth but have yet to fully develop video advertising strategies that take advantage of cross-device viewing. Perceived challenges around measurement and targeting may be holding them back.

1. consumers lead
marketers on path
to cross-screen
convergence
Marketers bullish on video’s growth, but
advertising strategies yet to fully mature
January 2015

3. CONTENTS
I. Executive Summary: Video in Canada................................................................. 1
II. Introduction
Connected Device Ownership & Usage.......................................................................... 3
III. The Consumer
Video Consumption........................................................................................................... 7
Who’s viewing?
Where are they viewing?
What are they watching?
Why are they watching?
Cross-screenViewing.........................................................................................................15
Time spent viewing
Shifting consumption patterns
Simultaneous viewing and the second screen
Viewing Experience & Advertising Preferences........................................................... 21
Three Year Outlook.......................................................................................................... 23
Expected Shifts in Viewing
The CANADIAN Marketer
Video Advertising Perspectives...................................................................................... 27
Expected video growth
Video advertising adoption
Second screen
Challenges with Video Advertising................................................................................ 33
Biggest challenges holding marketers back
How is technology being used?
The Role of Technology.................................................................................................... 35
Three Year Outlook........................................................................................................... 37
The benefits of video
Is convergence the new normal?
Who will benefit?
Appendix A: Methodology....................................................................................................... 42
Appendix B: Demographics......................................................................................................42

4. EXECUTIVE SUMMARY
Videology’s advertising technology platform
is used by our clients to deliver the right
message to the right consumer on the right
screen. We are committed to understand-
ing and sharing insights on the growing
trend of video and television convergence.
As a global company, we see cross-device
video viewership escalating around the
world. But each market is different. In this
paper, we set out to discover how video
convergence is progressing in Canada—
both from the perspective of consumer
adoption and marketers’ strategic use of
new video channels.
To achieve this, we conducted our study in
two parts. One survey focused on Canadian
consumers’ use of and attitudes surround-
ing video and TV. The other focused on
Canadian marketers’ understanding of and
response to this new viewing environment.
The results were interesting, revealing areas
of convergence —and truthfully some areas
of divergence—that were quite startling.
What we did see from both sides, however,
was the acknowledgement that the way we
watch TV and video is evolving—and more
change is on the horizon.
What consumers said…
The lines between TV and video have
blurred irrevocably. The growing number
of connected devices owned by Canadians,
and concurrently the increasing opportunity
to consume content across multiple
platforms, has transformed the way that
consumers view TV and video.
Yet, new video options have not replaced
the old. While seven out of ten consumers,
and nine out ten Millennials, are viewing
video on computers, smartphones or tablets,
traditional TV viewing remains strong.
And while devices offer the benefit of
added mobility—or the promise of TV
anywhere—the majority of total viewing
still happens in the living room.
It’s not about either/or, it’s about more.
Despite the growth of online video, almost
70% of Canadians still subscribe to cable
TV or satellite services. Moreover, there is
no significant difference between “cord
cutters” and TV subscribers’ likelihood to
watch video. They are all watching!
Consumers want choice and control over
what they watch and when. And they often
want it at the same time. “Second-screen”
viewing is a huge trend engaged in by over
half of all Canadians.
Consumers understand that advertising
is the price of free content and prefer it that
way. Good news for advertisers—over 70% of
Canadians prefer ad-supported content over
pay services with no ads. What’s more, one
in five uses the second screen to get more
information about products advertised on TV.
1

5. What marketers said…
Marketers are bullish on video’s growth.
In fact, compared to consumers’ own
estimates of expected increases in time
spent with video over the next three years,
marketers are far more optimistic.
Conversely, marketers expect consumers’
traditional TV usage to decrease, while
consumers are more likely to say it will stay
the same or increase.
Yet, despite this optimism, video ad
strategies are lagging. Half of all marketers
say that they do not currently have a video
advertising strategy in place.
Marketers could benefit from greater
education on video buying opportunities.
For instance,68% of marketers were unfamiliar
with the term “second-screen” viewing.
Also, over one third did not know what
programmatic buying was, and only 10%
said that their company used it.
Perceived challenges in video advertis-
ing may be holding it back. Among the
biggest challenges cited by marketers
include campaign measurement, cross-
screen measurement, quality concerns and
targeting questions. Again, lack of knowledge
as to what data and technological solutions
are available may be fueling these concerns.
Looking to the future, however, marketers
do expect money to shift from other media
to new video options. Some of the biggest
advantages that marketers see in video
advertising include the ability to match ads
with target audiences, the ability to evaluate
audiences based on buying behavior and
the ability to buy audiences across screens.
Big changes are not far off, as holistic
planning and buying will become the new
norm. A very significant 85% of respondents
said that planning for online video and
linear TV will merge within the next three
years. Moreover, 52% said that their
agencies are likely to merge their TV and
online video buying groups within that
timeframe.
Convergence will be good for buyers
and sellers. Marketers believe that video
convergence will bring benefits across
the ecosystem, with media outlets earning
higher CPMs and increasing their revenue
with video ads, and advertising effective-
ness improving.
2

6. INTRODUCTION
Canadians have access to more connected
technology than ever before, enabling
consumption of more content from a wider
array of devices. The growing use and
ownership of devices, along with the
supporting advertising technology to target
and measure holistically across platforms,
represents a strong and growing opportunity
for marketers to reach and engage with
consumers across screens.
study objectives
Videology’s research was conducted by
Marketing Magazine and Rogers Connect
Market Research and Client Services. It
was designed to give a snapshot of the
way Canadians are consuming video—in
all its incarnations—in today’s cross-screen,
cross-device environment. In addition, the
research sought to learn marketers’ views
on shifting video consumption among their
customers and the challenges and opportu-
nities that these changes posed. The goal
was to determine the areas of divergence
and congruity between the way consumers
are watching TV and video, and the way
advertisers are using media and available
technologies to reach them.
Overall approach
The study, in the form of an online survey,
was conducted across Ontario, Quebec,
the Atlantic region and Western Canada.
A nationally representative sample of 1,011
consumers and 104 marketers completed
the online interviews. All responses were
collected between September and October
2014. Data was compiled by Marketing
Magazine, and the corresponding analysis
and commentary was prepared by Videology.
3

7. Which of the following technology/services
do you currently own/use?
How do you connect to the internet?
CONNECTIVITY ACROSS DEVICESINTRO GRAPH 2
50%
43%
26%
20%
13%
13%
27%
25%
29%
26%
22%
21%
6%
13%
12%
11%
15%
16%
16%
20%
33%
43%
50%
51%
0
10
20
30
40
50
60
Laptop/Notebook
Desktop
Smartphone
Tablet
Internet
enabled
console
(i.e.
Xbox,
Roku)
Connected
TV
How
do
you
connect
to
the
internet?
Most
of
the
Ome
%
Regularly
%
Very
rarely
%
Never
%
4
INTRO GRAPH 1 DEVICE OWNERSHIP
68%
58%
55%
38%
20%
23%
76%
54%
76%
50%
25%
27%
73%
61%
65%
40%
23%
24%
68%
68%
40%
30%
21%
13%
62%
62%
21%
19%
23%
4%
0
10
20
30
40
50
60
70
80
Laptop/Notebook
Desktop
Computer
Smartphone
Tablet
Connected
TV
(internet-­‐enabled)
Connected
TV
via
separate
device
(Roku,
Xbox,
etc)
Which
of
the
following
technology/services
do
you
currently
own/use?
TOTAL
%
Millennials
%
Gen
X
%
Boomer
%
Pre-­‐Boomer
Seniors
%
Laptop/Notebook Desktop Computer Smartphone Tablet Connected TV Internet-enabled
(Internet-enabled) Console
(Roku,Xbox, etc.)
Laptop/Notebook Desktop Computer Smartphone Tablet Internet-enabled Connected TV
Console
(Roku,Xbox, etc.)
TOTAL Millennials Gen X Boomer Pre-Boomer Seniors
Most of the time Regularly Very Rarely Never
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.

9. THE CANADIAN CONSUMER

10. Who’s Viewing?
Overall, three-quarters of Canadians say
that they now watch online video. But these
percentages vary widely by age group.
While slightly more than one-third (36%)
of Seniors watch online video, more than 90%
of Millennials tune in online. (Graph 1.)
Interestingly, despite this increase in
online viewing and the reports of increased
cord-cutting, our survey showed that the
vast majority of the population—84%—still
subscribes to cable or satellite TV services.
And while the number of cord-cutters is
highest among Millennials, 80% of them still
subscribe to TV services.
As Chart 1 below shows, while a slightly
higher percentage of non-subscribers
view online video than those who do
subscribe, the difference is small, through
perhaps directional.
Currently it is safe to say that online video
viewing is done for the most part in conjunction
with traditional viewing, not in place of it.
The growing number of connected devices owned by Canadians,and concur-
rently the increasing opportunity to consume content across multiple platforms,
has transformed the way that consumers view television and video.In fact,the
boundaries between the two have blurred irrevocably.
THE CANADIAN CONSUMER
7
Video Consumption

11. CONSUMER GRAPH 1
CONSUMER GRAPH 2
CONSUMER CHART 1
Who’s watching
Subscribers to Cable and Satellite Services
CORD CUTTERS
8
Do you watch video online?
75%
93%
84%
62%
36%
25%
8%
16%
38%
64%
0
10
20
30
40
50
60
70
80
90
100
%
%
%
%
%
TOTAL
Millennials
Gen
X
Boomer
Pre-­‐Boomer
Seniors
Do
you
watch
video
online?
Yes
No
TOTAL Millenials Gen X Boomer Pre-Boomer Seniors
Do you subscribe to any of the following TV services?
TOTAL Millenials Gen X Boomer Pre-Boomer Seniors
Watch
Video Online
SATELLITE / CABLE SUBSCRIBERS
Satellite Subscribers Cable Subscribers Do Not Subscribe
YES 74%
76%
78%
NO 25%
24%
22%
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
75%
93%
84%
62%
36%
25%
8%
16%
38%
64%
0
10
20
30
40
50
60
70
80
90
100
%
%
%
%
%
TOTAL
Millennials
Gen
X
Boomer
Pre-­‐Boomer
Seniors
Do
you
watch
video
online?
Yes
No
68%
65%
66%
74%
59%
20%
23%
19%
16%
29%
16%
20%
18%
11%
11%
0
20
40
60
80
%
TOTAL
%
Millennials
%
Gen
X
%
Boomer
%
Pre-­‐Boomer
Seniors
Do
you
subscribe
to
any
of
the
following
TV
services?
Cable
Services
Satellite
Dish
Do
not
subscribe
68%
65%
66%
74%
59%
20%
23%
19%
16%
29%
16%
20%
18%
11%
11%
0
20
40
60
80
%
TOTAL
%
Millennials
%
Gen
X
%
Boomer
%
Pre-­‐Boomer
Seniors
Do
you
subscribe
to
any
of
the
following
TV
services?
Cable
Services
Satellite
Dish
Do
not
subscribe

12. Where are they watching?
The question of where consumers are
watching goes hand in hand with the question
of which device they are watching on.
The influx of smartphones, tablets, and even
laptops, has given consumers the ability to
watch where and when they want, with the
screen choice often coming down to a
“best screen available” scenario.
When asked specifically about video
viewing, most consumers said that they
watch on a desktop or laptop computer. This
makes sense considering that computers are
still the primary way that consumers connect
to the Internet, as discussed in the Introduc-
tion of this report. As we also noted in the
Intro, accessing the internet via the televi-
sion, whether through a connected console
or a connected TV, is only done by half of
Canadian consumers. Despite this relatively
low percentage, the television is still the 2nd
most popular device on which to view videos.
Smartphones and tablets are used to view
video by roughly the same percentage of
consumers at 29% and 23% respectively.
In terms of the physical location of viewing,
despite the promise of mobility, most viewing
still occurs in the home.The vast majority—
74%—view video primarily in the living room.
Almost half also regularly watch in other
rooms within the home. Watching while
commuting, at work, or other places outside
the home is much more limited.
THE CANADIAN CONSUMER
9
Video Consumption

13. CONSUMERS GRAPH 4.
VIEWING LOCATION
Which device do you watch video on?
Where do you regularly watch video?
CONSUMER GRAPH 3
CONSUMER GRAPH 4
VIEWING DEVICE
VIEWING LOCATION
77%
45%
29%
23%
0
50
100
Laptop/Desktop
TV
Screen
Smartphone
Tablet
What
device
do
you
watch
video
on?
TOTAL
%
74%
46%
11%
10%
10%
12%
0
10
20
30
40
50
60
70
80
At
home
in
living
room
At
home
in
rooms
other
than
the
living
room
While
commu=ng
While
traveling
(airport,
hotel,etc)
At
work/school
In
public
places
(beach,
park,
etc)
Where
do
you
regularly
watch
video?
TOTAL
%
10
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Athomeinrooms
otherthanthe
livingroom
While
commuting
Whiletraveling
(airport,hotel,etc.)
Atwork/
school
Inpublic
places(beach,
park,etc.)
Athomein
livingroom
Laptop/Notebook TV Screen Smartphone Tablet

14. what are they watching?
So we know that three out of four Canadians
are watching video online. But what type of
content are they viewing? The answers range
from YouTube clips to the same professionally
produced content shown on traditional TV.
In many cases, viewers are simply
accessing traditional TV content on an
alternate screen. While a relatively low
percentage (24%) say that they access
content directly from a broadcaster’s site,
39% say that they access “TV Everywhere”
from their cable provider.
Almost an equal percentage (35%) say
that they access content from a subscription-
based service, such as Netflix. And the
highest percentage of respondents said that
they access video through content aggregators,
such as YouTube.
In terms of genre, movies are by far the
type of video content that respondents watch
most regularly.
Canadian and US/Internationally produced
programming placed a close 2nd and 3rd in
terms of video content viewed regularly.
Local news was mentioned by 31% of
respondents,while 22% cited US/International
news,followed closely by local sports at 21%.
THE CANADIAN CONSUMER
Video Consumption
11

15. CONSUMERS GRAPH 4.
VIEWING LOCATION
Which of the following best describes how
you access the videos you watch?
What types of video content do you watch
on-line on a regular basis?
CONSUMER GRAPH 5
CONSUMER GRAPH 6
ACCESSING CONTENT
PROGRAMMING GENRES
69%
38%
36%
31%
22%
21%
11%
2%
1%
2%
0
10
20
30
40
50
60
70
80
Movies
Canadian
Produced
Programming
US/InternaBonal
Programming
News
from
Local
TV
Networks
News
from
US/
InternaBonal
Local
Sports
US/InternaBonal
Sports
Not
Easily
Accessible
on
TV
Music
videos
YouTube
clips/
selecBons
Other
What
types
of
video
content
do
you
watch
on-­‐line
on
a
regular
basis?
TOTAL
%
12
40%
39%
35%
30%
24%
Video
Content
Aggregator
(i.e.
Youtube)
TV
Everywhere/Cable
Provider
SubscripHon
streaming
service
(ie.
NeKlix)
Non-­‐subscripHon
Streaming
Site/Service
Site
or
Broadcaster
Direct
Which
of
the
following
best
describes
how
you
access
the
videos
you
watch?
TOTAL
%
Site or broadcaster direct
Non-subscription streaming site/service
Subscription streaming service (ie. Netflix)
TV everywhere/cable provider
Video content aggregator (i.e.Youtube)
Movies US/International
Programming
Local TV
Network News
US/International
News
Local Sports US/International
Sports Not Easily
Accessible on TV
Music videos YouTube clips/
selections
OtherCanadian
Produced
Programming
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.

16. whY are they watching?
No technology or new behavior achieves
mass adoption unless there is a correspond-
ing consumer need. So why are consumers
viewing video beyond traditional TV?
By far, the top reason is one of control;
control over when they watch and what they
watch, i.e. more programming options.
Of course, reasons for viewing do vary
significantly among the various age groups:
• Millennials value control the most of all
age groups, and also are the most likely
to say that they watch video because it is
less expensive than traditional TV services.
They are least likely to cite fewer ads as a
reason to watch. And they also value the
freedom to watch outside of the home
more than any other group.
• GenX is similar to Millennials in their
reasons for watching video, though lower
percentages across all choices show that
they are more selective in their reasons
than younger consumers.
• Boomers want control over when they
watch. Interestingly, they value fewer ads
more than any other age group, and are
least concerned about the cost savings.
• Pre-Boomer Seniors also want control
over when they watch and are least
interested in the freedom to watch
outside of the home.
What about those who are not watching
video? The top reason cited was satisfaction
with current options, i.e. “TV is sufficient.”
Over 60% of Boomers and Seniors who don’t
watch video said TV is sufficient. Among
Millennials who do not watch video, answers
were more diverse, with top choices includ-
ing TV is sufficient, my internet costs would
increase, and not enough choice.
THE CANADIAN CONSUMER
Video Consumption
13

17. You indicated that you do not watch video online, why not?
What are the primary reasons that you use digital video
rather than traditional TV?
CONSUMER GRAPH 7 Reasons for NOT watching video
14
CONSUMER CHART 2 Reasons for watching video
No need –
TVsufficient
Services too
expensive
Don’t know
how to do it
My Internet
costs would
increase
Not enough
choice
available
Difficult to find
programming
to watch
Internet
connection
too slow
Too many
ads
Don’t have
the right
technology
to access
No interest
in watching
TV
OtherNo interest in
InternetTV
52%
35%
20%
16%
14%
9%
8%
8%
8%
8%
7%
1%
0
10
20
30
40
50
60
No
need
–
TV
sufficient
No
interest
in
Internet
TV
Services
too
expensive
Don’t
know
how
to
do
it
My
Internet
costs
would
increase
Not
enough
choice
available
Difficult
to
find
programming
to
watch
Internet
connecNon
too
slow
Too
many
ads
No
interest
in
watching
TV
Don’t
have
the
right
technology
to
access
Other
You
indicated
that
you
do
not
watch
video
online,
why
not?
TOTAL
%
Base: Respondents who view
video online TOTAL Millennials Gen X Boomer
Pre-Boomer
Seniors
More control over
when I watch 51%
59%
51%
49%
41%
More programming options 44%
54%
43%
31%
21%
Less expensive than traditional
TV services 31%
40%
33%
21%
27%
Fewer ads than TV 29%
28%
30%
33%
30%
More freedom where I watch (outside
the home) 27%
31%
28%
21%
10%
Other 16%
13%
16%
16%
41%
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.

18. Time spent Viewing
In many ways, TV is still king. Canadians are
watching more traditional television than any
other kind of programming, spending 14.3
hours on average watching live television,
and an additional 4.2 hours watching
recorded shows.
And while it’s clear that Canadians love
TV content, they are now spending more
than 6 hours in the average week consuming
that content via the Internet.
Time spent viewing original video
content, i.e. not created for television, is
still relatively low. This will likely increase
as more quality, made-for-video programs
become available.
On average, Canadians are spending 3.6
hours with streaming video services, such
as Netflix. These services generally include
both original programming, as well as TV
shows and movies.
In terms of when consumers are viewing
content, both traditional TV and video
consumption follow the same daypart
pattern. Viewing is relatively low in the
morning (the peak time for general internet
usage), gradually increases throughout the
day, and peaks in the traditional evening
“primetime” viewing period. (Graph 9.)
THE CANADIAN CONSUMER
Interestingly, despite the increase in video viewership, the time that
Canadians spend with traditional TV remains high. In fact, collective
research suggests that rather than substituting one medium for another,
consumers are simply increasing their overall time spent with media. In
some cases, this increase is the result of new access to media in locations
and at times when media consumption would have been impossible
previously. In other instances, this increase is due to simultaneous usage
on different screens.
15
cross-screen VIEWING

19. What time do you most frequently engage in
the following activities?
Please indicate how many hours per week do you
typically do any of the following?
CONSUMERS GRAPH 8
CONSUMER GRAPH 9
Weekly Viewing Hours
Viewing by Daypart
16
14.3
6.2
4.2
3.6
2.5
2.5
0
2
4
6
8
10
12
14
16
Watch
tradi3onal/Broadcast
TV
Watch
Internet
TV
(TV
programming/movies
Watch
personally
recorded
TV
content
(i.e.
Watching
streaming
services
(i.e.
NeElix)
Watching
snippets
TV/Movies
streamed
on
Watching
Original
Online
Video
(non-­‐TV
Please
indicate
how
many
hours
per
week
do
you
typically
do
any
of
the
following?
Hrs
Watching original online video (non-TV programming)
Watching snippets TV/movies streamed on sites like YouTube
Watching streaming services (i.e. Netflix)
Watch personally recorded TV content (i.e. DVR)
Watch internet TV (TV programming/movies watched via Internet)
Watch traditional/broadcast TV
Hours
0
5
10
15
20
25
30
%
Before
9AM
%
12PM
to
2PM
%
4P-­‐Before
6PM
%
8PM-­‐
Before
10PM
What
&me
do
you
most
frequently
engage
in
the
following
ac&vi&es?
Using
the
Internet
Watching
Digital
Video
on
Computer/Mobile
Devices
Watching
Digital
Video
on
TV
via
Internet
Watching
TradiLonal
Television
30%
25%
20%
15%
10%
5%
Using the Internet
Watching Digital Video on
Computer/Mobile Devices
Watching Digital Video
on TV via Internet
Watching Traditional Television
Before 9AM 12PM to 2PM 4PM-Before 6PM 8PM Before 10PM
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.

20. Shifting consumption patterns
As we stated in the Intro section,very few
Canadians say that they are doing “less” of
anything when it comes to media consumption!
As shown, when asked how their media
usage had changed compared to a year ago,
upwards of 25% said they consumed “more”
across every media type listed (Graph 10.)
More respondents (37%) said that they were
watching more internet TV (TV programming
watched over the internet) than any other
category.
The only categories with over 10% of
respondents saying that they were watching
less than a year ago were traditional/broad-
cast TV (18%) and TV content recorded via
DVR (11%).
When looked at by age group, it becomes
clear that Milllennials are by far the most vora-
cious consumers in terms of growing media
consumption.
In fact, more than 10% of Millennials say
that they are watching “much more” content
across every media category (including tradi-
tional television).
In all categories involving video viewing,
upwards of 20% of Millennials say that they are
consuming “much more” than a year ago.
In general, Boomers and Pre-Boomer
Seniors are showing the lowest increases in
media consumption. This is not to say, how-
ever, that they are not already strong viewers
of traditional/broadcast TV, as most research
indicates.
THE CANADIAN CONSUMER
17

21. Those viewing “MUCH MORE” compared to a year ago?
How has your usage of the following changed compared to a year ago?
18
CONSUMER GRAPH 10 Change in Viewing Consumption
CONSUMER GRAPH 11 Change in Viewing by Age Group
17%
13%
11%
11%
11%
10%
9%
8%
26%
21%
21%
20%
16%
11%
11%
12%
11%
14%
10%
9%
10%
8%
6%
6%
8%
6%
1%
2%
5%
10%
7%
3%
4%
2%
2%
4%
6%
4%
4%
0%
0
5
10
15
20
25
30
Watch
Internet
TV
(TV
programming/
movies
watched
via
Internet)
Watching
snippets
TV/Movies
streamed
on
sites
like
YouTube
Accessing
the
Internet
via
tablet
Watch
personally
recorded
TV
content
(i.e.
DVR)
Those
viewing
“MUCH
MORE”
compared
to
a
year
ago?
Total
%
Millennials
%
Gen
X
%
Boomer
%
Pre-­‐Boomer
Seniors
%
37%
29%
30%
29%
27%
28%
26%
25%
34%
31%
39%
31%
31%
48%
39%
41%
6%
6%
8%
8%
6%
18%
11%
9%
23%
34%
23%
32%
35%
7%
24%
25%
0
10
20
30
40
50
60
Watch
Internet
TV
(TV
programming/movies
watched
via
Internet)
Watching
streaming
services
(i.e.
NeFlix)
Watching
snippets
TV/
Movies
streamed
on
sites
like
YouTube
Accessing
the
Internet
via
Smartphone
Accessing
the
Internet
via
tablet
Watch
tradiPonal/
Broadcast
TV
Watch
personally
recorded
TV
content
(i.e.
DVR)
Watching
Original
Online
Video
(non-­‐TV
programming)
How
has
your
usage
of
the
following
changed
compared
to
a
year
ago?
More
Same
Less
NA
%
WatchinternetTV
(TVprogramming/
movieswatched
viaInternet)
Accessingtheinter-
netviasmartphone
Watchingstreaming
services(i.e.Netflix)
Accessingthe
internetviatablet
Watchpersonally
recordedTV
content(i.e.DVR)
Watchingsnippets
TV/moviesstreamed
onsiteslikeYouTube
Watchtraditional/
broadcastTV
Watchingoriginal
onlinevideo(non-
TVprogramming)
37%
29%
30%
29%
27%
28%
26%
25%
34%
31%
39%
31%
31%
48%
39%
41%
6%
6%
8%
8%
6%
18%
11%
9%
23%
34%
23%
32%
35%
7%
24%
25%
0
10
20
30
40
50
60
Watch
Internet
TV
(TV
programming/movies
watched
via
Internet)
Watching
streaming
services
(i.e.
NeFlix)
Watching
snippets
TV/
Movies
streamed
on
sites
like
YouTube
Accessing
the
Internet
via
Smartphone
Accessing
the
Internet
via
tablet
Watch
tradiPonal/
Broadcast
TV
Watch
personally
recorded
TV
content
(i.e.
DVR)
Watching
Original
Online
Video
(non-­‐TV
programming)
How
has
your
usage
of
the
following
changed
compared
to
a
year
ago?
More
Same
Less
NA
%
WatchinternetTV
(TVprogramming/
movieswatched
viainternet)
Accessingtheinternet
viasmartphone
Watchingstreaming
services(i.e.Netflix)
Accessingthe
internetviatablet
Watchpersonally
recordedTV
content(i.e.DVR)
Watchingsnippets
TV/moviesstreamed
onsiteslikeYouTube
Watchtraditional/
broadcastTV
Watchingoriginal
onlinevideo(non-
TVprogramming)
17%
13%
11%
11%
11%
10%
9%
8%
26%
21%
21%
20%
16%
11%
11%
12%
11%
14%
10%
9%
10%
8%
6%
6%
8%
6%
1%
2%
5%
10%
7%
3%
4%
2%
2%
4%
6%
4%
4%
0%
0
5
10
15
20
25
30
Watch
Internet
TV
(TV
programming/
movies
watched
via
Internet)
Watching
snippets
TV/Movies
streamed
on
sites
like
YouTube
Accessing
the
Internet
via
tablet
Watch
personally
recorded
TV
content
(i.e.
DVR)
Those
viewing
“MUCH
MORE”
compared
to
a
year
ago?
Total
%
Millennials
%
Gen
X
%
Boomer
%
Pre-­‐Boomer
Seniors
%
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.

22. Simultaneous viewing AND
THE SECOND SCREEN
Despite the large percentage of Canadians
who say that they are viewing more TV and
video in different ways, the fact remains—there
are a finite number of hours available
in a given day. So how are consumers
making time for all of this increased media
consumption? In many instances, the answer
is simultaneous viewing across multiple
devices, or what has become known as
“second-screening.”
In fact,over half of all Canadians say that they
use an internet-connected device on a daily
basis while watchingTV.(Graph 12.) And
amongMillennials,thatpercentagejumpsto65%.
The majority of consumers are using
their laptop as the second-screen, however,
smartphones, tablets and even desktop
computers all received significant mentions.
It is likely that as tablet ownership increases,
which is now at 38%, so too will its use in
second screening.
So what are consumers doing on the
second screen while watching TV? While
38% are accessing content related to the
television content, an equal percentage
(39%) are accessing unrelated entertainment
content—the age of multitasking is here!
An interesting fact for television advertisers
is that 20% of consumers say that they are
using the second screen to search, browse
or buy the products being advertised on TV.
Clearly, the second-screen now offers brands
an important opportunity for additional inter-
activity and engagement with consumers.
THE CANADIAN CONSUMER
cross-screen usage
19

23. CONSUMERS GRAPH 4.
VIEWING LOCATION
CONSUMERS GRAPH 4.
VIEWING LOCATION
How often would you say you use an internet-connected device at the
same time as you are watching traditional TV?
Which devices do you use when watching traditional TV?
What activities do you do on the second device?
53%
65%
59%
44%
23%
18%
20%
18%
14%
10%
8%
7%
7%
9%
2%
0
20
40
60
80
%
%
%
%
%
TOTAL
Millennials
Gen
X
Boomer
Pre-­‐Boomer
Seniors
How
o%en
would
you
say
you
use
an
internet-­‐connected
device
(i.e.
tablet,
phone,
etc.)
at
the
same
<me
as
you
are
watching
tradi<onal
TV?
Daily
(NET)
Weekly
(NET)
Monthly
(NET)
53
65
59
44
23
18
20
18
14
10
8
7
7
9
2
0
20
40
60
80
%
%
%
%
%
TOTAL
Millennials
Gen
X
Boomer
Pre-­‐Boomer
Seniors
How
o%en
would
you
say
you
use
an
internet-­‐connected
device
(i.e.
tablet,
phone,
etc.)
at
the
same
<me
as
you
are
watching
tradi<onal
TV?
Daily
(NET)
Weekly
(NET)
Monthly
(NET)
20
Access other
unrelated
entertainment
content
TOTAL Millenials Gen X Boomer Pre-Boomer Seniors
Laptop
Smartphone
Desktop
Tablet
Other
Search/browse/
buy products
unrelated to TV
Access other
unrelated
entertainment
content
Search/browse/
buy products
advertised
on TV
Write posts,
messages or
communicate
online related
to program
Play games Check emailsAccess content
related to
TV program
CONSUMER GRAPH 14 ACTIVITIES ON SECOND SCREEN
CONSUMER GRAPH 13 Devices Used for SECOND-Screening
CONSUMER GRAPH 12 Frequency of SECOND-Screening
50%
33%
30%
26%
11%
Laptop
Smartphone
Desktop
Tablet
Other
What
devices
do
you
use
when
watching
tradi3onal
TV?
39%
38%
29%
21%
20%
14%
3%
2%
Access
other
unrelated
entertainment
content
Access
content
related
to
TV
program
Search/browse/buy
products
unrelated
to
TV
Write
posts,
messages
or
communicate
online
unrelated
to
program
Search/browse/buy
products
adverEsed
on
TV
Write
posts,
messages
or
communicate
online
related
to
program
Play
games
Check
emails
What
ac'vi'es
do
you
do
on
the
second
device?
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
53
65
59
44
23
18
20
18
14
10
8
7
7
9
2
0
20
40
60
80
%
%
%
%
%
TOTAL
Millennials
Gen
X
Boomer
Pre-­‐Boomer
Seniors
How
o%en
would
you
say
you
use
an
internet-­‐connected
device
(i.e.
tablet,
phone,
etc.)
at
the
same
<me
as
you
are
watching
tradi<onal
TV?
Daily
(NET)
Weekly
(NET)
Monthly
(NET)

24. 72% of Canadians prefer to access free,
ad-supported digital content.(Graph 15.)
This is related to the point that 48% strongly
consider costs when choosing what to watch
and how to watch it.(Graph 16.)
Yet,despite their acceptance of advertising,
consumers are split on whether it is acceptable
to track online behaviour to improve the
relevancy of ads. Among respondents, 45%
agreeitisacceptable,while55%saythatitisnot.
Generationally,however,Millennials are much
morelikely to saybehaviourtrackingisaccept-
able (56%) than Seniors (24%).(Chart 3.)
In general,Canadians are also quite happy
with their viewing choices (81%),yet remain
covetous of the choices available to those in
the U.S.(78%). Younger consumers (85%) are
more likely than Seniors (65%) to say that they
would like the same level of choice as U.S.
consumers.(Chart 3.)
In addition,younger viewers (80%) are the
most likely to change the way they watch video
in order to get a better quality image.
THE CANADIAN CONSUMER
CONSUMERS GRAPH 4.
VIEWING LOCATIONHow would you prefer to access digital video content?
viewing Experience & Advertising preferences
28
29
25
20
22
72
71
75
80
78
0
20
40
60
80
100
%
%
%
%
%
TOTAL
Millennials
Gen
X
Boomer
Pre-­‐Boomer
Seniors
How
would
you
prefer
to
access
digital
video
content?
Pay
to
access
with
no
adverGsements
Access
free
with
adverGsements
21
Despite the negative connotations that sometimes surround advertising interruptions
or perceived clutter,the vast majority of Canadians across all age groups prefer the
advertising versus paid subscription model when it comes to accessing digital content.
Moreover,the vast majority are also satisfied with their overall programming experience
in terms of programming choice and quality.bo
TOTAL Millenials Gen X Boomer Pre-Boomer Seniors
CONSUMER GRAPH 15 Advertising vs. Subscription Models
28
29
25
20
22
72
71
75
80
78
0
20
40
60
80
100
%
%
%
%
%
TOTAL
Millennials
Gen
X
Boomer
Pre-­‐Boomer
Seniors
How
would
you
prefer
to
access
digital
video
content?
Pay
to
access
with
no
adverGsements
Access
free
with
adverGsements

25. Thinking about your media usage, please indicate how strongly
you agree or disagree with the following statements.
CONSUMER GRAPH 14 Attitudes Toward Advertising Experience
22
CONSUMER CHART 3 Attitudes Toward Advertising by age group
It is acceptable to track my behaviour online in
order to direct online ads best fitted to my interests
If the quality of image is better,
I will change the way I view videos
I wish I had the level of choice available to
consumers in U.S. as far as TV/ video goes
I feel I have an abundance of
choices as a media consumer
I consider the costs when choosing
what to watch and how I watch it
87%
81%
78%
73%
45%
48%
31%
34%
24%
14%
6%
5%
8%
9%
28%
13%
19%
22%
27%
55%
0
10
20
30
40
50
60
70
80
90
100
I
consider
the
costs
when
choosing
what
to
watch
and
how
I
watch
it.
I
feel
I
have
an
abundance
of
choices
as
a
media
consumer
I
wish
I
had
the
level
of
choice
available
to
consumers
in
USA
as
far
as
TV/
video
goes
If
the
quality
of
image
is
beJer,
I
will
change
the
way
I
view
videos
It
is
acceptable
to
track
my
behaviour
online
in
order
to
direct
on-­‐line
ads
best
fiJed
to
my
interests
Thinking
about
your
media
usage,
please
indicate
how
strongly
you
agree
or
disagree
with
the
following
statements?
Disagree
(NET)
%
Strongly
Disagree
%
Strongly
Agree
%
Agree
(NET)
%
Base: All Respondents answering
AGREE (NET)
TOTAL Millennials Gen X Boomer
Pre-
Boomer
Seniors
I consider the costs when choosing
what to watch and how I watch it. 87%
89%
87%
87%
80%
I feel I have an abundance of
choices as a media consumer 81%
81%
82%
83%
80%
I wish I had the level of choice available to
consumers in U.S. as far as TV/ video goes 78%
85%
84%
72%
65%
If the quality of image is better,
I will change the way I view videos 73%
80%
76%
66%
49%
It is acceptable to track my behaviour
online in order to direct online ads best
fitted to my interests 45%
56%
48%
32%
24%
87
81
78
73
45
48
31
34
24
14
6
5
8
9
28
13
19
22
27
55
0
10
20
30
40
50
60
70
80
90
100
I
consider
the
costs
when
choosing
what
to
watch
and
how
I
watch
it.
I
feel
I
have
an
abundance
of
choices
as
a
media
consumer
I
wish
I
had
the
level
of
choice
available
to
consumers
in
USA
as
far
as
TV/
video
goes
If
the
quality
of
image
is
beIer,
I
will
change
the
way
I
view
videos
It
is
acceptable
to
track
my
behaviour
online
in
order
to
direct
on-­‐line
ads
best
fiIed
to
my
interests
Thinking
about
your
media
usage,
please
indicate
how
strongly
you
agree
or
disagree
with
the
following
statements?
Disagree
(NET)
%
Strongly
Disagree
%
Strongly
Agree
%
Agree
(NET)
%
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.

26. Expected shifts in Viewing
Across the entire respondent base, the
majority of consumers said they expected their
viewing on each device to remain about the
same over the next three years.
But it’s not a flat story by any means. A
significant number, in the range of 22-28%,
expect their viewing to increase across the
major connected devices currently available.
And another 16% expected their viewing of
traditional TV via cable or satellite to increase
as well. (Graph 17.)
This story varies dramatically by age group,
however, as seen in Chart 4. There is a clear
inverse relationship between age and expected
viewing increases.
Upwards of 30% of Millennials expect to
watch more video on most devices over the
next three years, while the percentages of
Seniors expecting to watch more seldom top
the single digits. Gen X’s responses skew
closer to Millennials’, while Boomers’ expect-
ed increases were more closely aligned with
those of the Seniors.
In some ways, we are seeing a bifurcated
population, with those under 50 years
voraciously embracing the new video
options, and those over 50 years adopting
change more slowly.
Three year outlook
23
As the previous pages show, the majority of Canadian consumers are already
embracing video viewing across a variety of devices. In terms of video usage,
however, it appears that we are still on the upside of the growth curve. When
asked about their expected viewing patterns over the next three years, approxi-
mately one-quarter to one-third of consumers expected to spend more time
watching video on the “big four” connected devices: computers, smartphones,
tablets and connected TVs.
THE CANADIAN CONSUMER

27. In your opinion, how will your time spent viewing videos
on the following devices change over the next 3 years?
In your opinion, how will your time spent viewing videos on
the following devices change over the next 3 years?
CONSUMER GRAPH 17 Expected Viewing Changes
CONSUMER CHART 4
24
Laptop computer Smart TVs, i.e.,
TVs with a direct
internet connection
Tablet Desktop computer Smartphone Television set
via an internet
connected device,
e.g.,Apple TV,
Other types of
devices yet to be
identified
Television set,
via an antenna
or cable/satellite
provider
28
26
25
23
23
22
18
16
56
56
55
56
58
56
62
57
17
18
19
21
19
22
21
27
0
10
20
30
40
50
60
70
Laptop
computer
Smart
TVs,
i.e.,
TVs
with
a
direct
internet
connecAon
Tablet
Desktop
computer
Smartphone
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Other
types
of
devices
yet
to
be
idenAfied
Television
set,
via
an
antenna
or
cable/
satellite
provider
In
your
opinion,
how
will
your
.me
spent
viewing
videos
on
the
following
devices
change
over
the
next
3
years?
Increase
(NET)
%
Stay
the
same
%
Decrease
(NET)
%
28%
26%
25%
23%
23%
22%
18%
16%
56%
56%
55%
56%
58%
56%
62%
57%
17%
18%
19%
21%
19%
22%
21%
27%
0
10
20
30
40
50
60
70
Laptop
computer
Smart
TVs,
i.e.,
TVs
with
a
direct
internet
connecBon
Tablet
Desktop
computer
Smartphone
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Other
types
of
devices
yet
to
be
idenBfied
Television
set,
via
an
antenna
or
cable/
satellite
provider
In
your
opinion,
how
will
your
.me
spent
viewing
videos
on
the
following
devices
change
over
the
next
3
years?
Increase
(NET)
%
Stay
the
same
%
Decrease
(NET)
%
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 1,011 Canadian respondents.
Increase (NET) Total Millennials Gen X Boomer
Pre-Boomer
Seniors
Laptop computer 28%
36%
31%
20%
3%
Smart TVs, i.e.,TVs with a direct internet connection 26%
31%
26%
21%
16%
Tablet 25%
33%
27%
16%
8%
Desktop computer 23%
29%
24%
17%
12%
Smartphone 23%
33%
23%
12%
10%
Television set via an internet connected device, e.g.,
Apple TV, Roku,XboxOne
22%
27%
24%
15%
9%
Other types of devices yet to be identified 18%
24%
17%
11%
6%
Television set, via an antenna or cable/satellite
provider 16%
18%
17%
13%
8%

29. THE CANADIAN MARKETER

30. expected Video growth
The vast majority of marketers believe
consumers’ time spent viewing video on
connected mobile devices like Smartphones
and Tablets will grow strongly over the next
three years (Marketer Graph 1.)
Meanwhile, 38% of marketers predict a
decrease in consumers’ time spent viewing
video on a desktop, and 74% predict a
decrease in time spent watching linear
television. This is in contrast to the consumers
themselves, who mostly think viewership of
these devices will remain the same (Consumer
Graph 17.)
Comparing these results to the same
question for consumers,it’s clear that marketers
are more bullish in their predictions.
(Marketer Graph 2.) For example, while
only 23% of consumers expect their video
viewing on Smartphones to increase, a very
large majority (84%) of marketers believe
viewing on Smartphones will grow; the same
holds true for Tablets, where 25% of consum-
ers expect growth, while 80% of marketers
expect growth.
Marketers’ strong belief in the future
growth of new media and connected devices
suggests that they see plentiful opportunities
ahead for marketing on new screens.
THE CANADIAN MARKETER
video advertising perspectives
27
From the perspective of marketers, consumers’ adoption of new media and
connected devices is expected to grow rapidly in the coming three years.
Ironically, though, marketers’ adoption of strategies and programs to run
advertising on these screens is not as aggressive. While they appear eager to
embrace these new channels, few of those surveyed had a deep understanding
of the tools and technology currently available to help reach consumers along
this new multi-screen, multi-device media path.

31. CONSUMERS GRAPH 4.
VIEWING LOCATION
In your opinion, how will time spent viewing videos on
the following devices change over the next 3 years?
MARKETER GRAPH 1
MARKETER GRAPH 2
Expected Video Growth
Expected Video Growth – Consumer Comparison
84
80
80
63
61
49
23
4
2
3
6
6
13
13
38
74
0
10
20
30
40
50
60
70
80
90
n=95-­‐104
Smartphone
Tablet
Smart
TVs,
i.e.,
TVs
with
a
direct
internet
connecCon
Other
types
of
devices
yet
to
be
idenCfied
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Laptop
computer
Desktop
computer
Television
set,
via
an
antenna
or
cable/
satellite
provider
In
your
opinion,
how
will
consumers’
3me
spent
viewing
videos
on
the
following
devices
change
over
the
next
3
years?
Increase
(NET)
Decrease
(NET)
28
Smartphone Tablet Other types of
devices yet to
be identified
Television set
via an internet
connected device,
e.g.,Apple TV,
Roku,XboxOne
Laptop computer Desktop
computer
Television set,
via an antenna
or cable/satellite
provider
Smart TVs, i.e.,
TVs with a direct
internet
connection
Smartphone Tablet Other types of
devices yet to
be identified
Television set
via an internet
connected device,
e.g.,Apple TV,
Roku,XboxOne
Laptop computer Desktop
computer
Television set,
via an antenna
or cable/satellite
provider
Smart TVs, i.e.,
TVs with a direct
internet
connection
In your opinion, how will consumers’ time spent viewing
videos on the following devices change over the next 3 years?
49
80
80
23
84
61
63
4
28
26
25
23
23
22
18
16
0
10
20
30
40
50
60
70
80
90
Laptop
computer
Smart
TVs,
i.e.,
TVs
with
a
direct
internet
connecAon
Tablet
Desktop
computer
Smartphone
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Other
types
of
devices
yet
to
be
idenAfied
Television
set,
via
an
antenna
or
cable/
satellite
provider
In
your
opinion,
how
will
.me
spent
viewing
videos
on
the
following
devices
change
over
the
next
3
years?
Marketers
ExpecAng
Increase
%
Consumers
ExpecAng
Increase
%
84%
80%
80%
63%
61%
49%
23%
4%
2%
3%
6%
6%
13%
13%
38%
74%
0
10
20
30
40
50
60
70
80
90
n=95-­‐104
Smartphone
Tablet
Smart
TVs,
i.e.,
TVs
with
a
direct
internet
connecDon
Other
types
of
devices
yet
to
be
idenDfied
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Laptop
computer
Desktop
computer
Television
set,
via
an
antenna
or
cable/
satellite
provider
In
your
opinion,
how
will
consumers’
3me
spent
viewing
videos
on
the
following
devices
change
over
the
next
3
years?
Increase
(NET)
Decrease
(NET)
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.
0%
23%
84%
61%
63%
4%
25%
23%
23%
22%
18%
16%
Tablet
Desktop
computer
Smartphone
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Other
types
of
devices
yet
to
be
idenBfied
Television
set,
via
an
antenna
or
cable/
satellite
provider
n,
how
will
.me
spent
viewing
videos
on
the
devices
change
over
the
next
3
years?
pecBng
Increase
%
Consumers
ExpecBng
Increase
%
49%
80%
80%
23%
84%
61%
63%
4%
28%
26%
25%
23%
23%
22%
18%
16%
0
10
20
30
40
50
60
70
80
90
Laptop
computer
Smart
TVs,
i.e.,
TVs
with
a
direct
internet
connecBon
Tablet
Desktop
computer
Smartphone
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Other
types
of
devices
yet
to
be
idenBfied
Television
set,
via
an
antenna
or
cable/
satellite
provider
In
your
opinion,
how
will
.me
spent
viewing
videos
on
the
following
devices
change
over
the
next
3
years?
Marketers
ExpecBng
Increase
%
Consumers
ExpecBng
Increase
%
49%
80%
80%
23%
84%
61%
63%
4%
28%
26%
25%
23%
23%
22%
18%
16%
0
10
20
30
40
50
60
70
80
90
Laptop
computer
Smart
TVs,
i.e.,
TVs
with
a
direct
internet
connecBon
Tablet
Desktop
computer
Smartphone
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Other
types
of
devices
yet
to
be
idenBfied
Television
set,
via
an
antenna
or
cable/
satellite
provider
In
your
opinion,
how
will
.me
spent
viewing
videos
on
the
following
devices
change
over
the
next
3
years?
Marketers
ExpecBng
Increase
%
Consumers
ExpecBng
Increase
%
49%
80%
80%
23%
84%
28%
26%
25%
23%
23%
0
10
20
30
40
50
60
70
80
90
Laptop
computer
Smart
TVs,
i.e.,
TVs
with
a
direct
internet
connecBon
Tablet
Desktop
computer
Smartphone
In
your
opinion,
how
will
.me
spent
vi
following
devices
change
over
th
Marketers
ExpecBng
Increase
%
Consum
49%
80%
80%
23%
84%
61%
63%
4%
28%
26%
25%
23%
23%
22%
18%
16%
0
10
20
30
40
50
60
70
80
90
Laptop
computer
Smart
TVs,
i.e.,
TVs
with
a
direct
internet
connecBon
Tablet
Desktop
computer
Smartphone
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Other
types
of
devices
yet
to
be
idenBfied
Television
set,
via
an
antenna
or
cable/
satellite
provider
In
your
opinion,
how
will
.me
spent
viewing
videos
on
the
following
devices
change
over
the
next
3
years?
Marketers
ExpecBng
Increase
%
Consumers
ExpecBng
Increase
%
49%
80%
80%
23%
84%
61%
63%
28%
26%
25%
23%
23%
22%
18%
0
10
20
30
40
50
60
70
80
90
Laptop
computer
Smart
TVs,
i.e.,
TVs
with
a
direct
internet
connecBon
Tablet
Desktop
computer
Smartphone
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Other
types
of
dev
yet
to
be
idenBfi
In
your
opinion,
how
will
.me
spent
viewing
videos
on
th
following
devices
change
over
the
next
3
years?
Marketers
ExpecBng
Increase
%
Consumers
ExpecBng
Increase
%
0%
80%
23%
84%
61%
63%
4%
26%
25%
23%
23%
22%
18%
16%
rt
TVs,
i.e.,
TVs
a
direct
internet
connecBon
Tablet
Desktop
computer
Smartphone
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Other
types
of
devices
yet
to
be
idenBfied
Television
set,
via
an
antenna
or
cable/
satellite
provider
ur
opinion,
how
will
.me
spent
viewing
videos
on
the
following
devices
change
over
the
next
3
years?
Marketers
ExpecBng
Increase
%
Consumers
ExpecBng
Increase
%
49%
80%
80%
23%
84%
61%
63%
4%
28%
26%
25%
23%
23%
22%
18%
16%
0
10
20
30
40
50
60
70
80
90
Laptop
computer
Smart
TVs,
i.e.,
TVs
with
a
direct
internet
connecBon
Tablet
Desktop
computer
Smartphone
Television
set
via
an
internet
connected
device,
e.g.,
Apple
TV,
Roku,
XboxOne
Other
types
of
devices
yet
to
be
idenBfied
Television
set,
via
an
antenna
or
cable/
satellite
provider
In
your
opinion,
how
will
.me
spent
viewing
videos
on
the
following
devices
change
over
the
next
3
years?
Marketers
ExpecBng
Increase
%
Consumers
ExpecBng
Increase
%

32. video advertising Adoption
Surprisingly, despite being very bullish
about the growth of connected “new
media” devices, it does not appear that
marketers have strong strategies set for
reaching consumers on these channels.
A full 50% of marketers say that while
digital video is part of their day-to-day
work, they do not have a video advertising
strategy in place. (Marketer Graph 3.)
Meanwhile, 42% say they have an informal
strategy in place, and only 8% say they have
a formal, company-wide strategy.
Among those who have strategies set,
there is a diversified use of video advertising
across all connected devices. Close to half
of respondents report advertising in video
on tablets and smartphones, and a larger
percentage report running video advertising
on more traditional desktops. (Graph 4.)
In some cases, there is a disconnect
between the perceived usage of a device
and the advertising being done on the
device. For example, while 61% of marketers
expect consumer usage of TVs with
connected devices to grow, and 80%
expect Smart TV usage to grow,
(Marketer Graph 1) only 9% and 26%
respectively advertise on these devices.
(Marketer Graph 4.)
The research suggests that while they
predict a growth in consumers’ usage of
these devices, their advertising strategies
and approaches still have some catching
up to do.
THE CANADIAN MARKETER
video advertising perspectives
29

33. Typically speaking, what type of video platforms
does your company advertise on?
As far as you know, does your company have a digital
video marketing strategy to assist in reaching consumers?
MARKETER GRAPH 4
MARKETER GRAPH 3 video STRATEGy
Video Platforms for Advertising
30
No, but we work in the area and it’s part of our day-to-day actions
Yes, but it’s more informal
Yes, we have a formal, company-wide strategy 9%
42%
50%
0
10
20
30
40
50
60
Yes
we
have
a
formal,
company-­‐wide
strategy
Yes
but
it’s
more
informal
No
but
we
work
in
the
area
and
it’s
part
of
our
day-­‐to-­‐day
acFons
As
far
as
you
know,
does
your
company
have
a
digital
video
marke9ng
strategy
to
assist
in
reaching
consumers?
TOTAL
%
Connected TV via separate device (Roku,Xbox, etc)
Pay TV
Connected TV (internet-enabled)
Wireless home internet
Tablet
Smartphone
Laptop notebook
Desktop computer 56%
45%
42%
41%
32%
26%
10%
9%
0
10
20
30
40
50
60
Desktop
Computer
Laptop
Notebook
Smartphone
Tablet
Wireless
Home
Internet
Connected
TV
(internet-­‐enabled)
Pay
TV
Connected
TV
via
separate
device
(Roku,
Xbox,
etc)
Typically
speaking,
what
type
of
video
pla6orms
does
your
company
adver:se
at?*
TOTAL
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.

34. SECOND SCREEN
While “second-screening” has become
the norm for most consumers, especially
Millennials, it seems that few marketers
have strategies in place to take advantage
of the behaviour, and many do not know
the meaning of the term.
When asked about their familiarity with
the idea of “second-screen” viewership,
68% of marketers were unfamiliar with the
concept. (Marketer Graph 5.)
Of those marketers who have heard of
“second-screening,” over 90% say they have
not developed a strategy to reach “second
screen” customers. (Marketer Graph 6.)
These numbers show a disconnect
betweenconsumerhabitsandtheadvertising
strategies to reach them, as 71% of
consumers (and 85% of Millennials) report
“second-screening” at least once a week.
(Consumer Graph 12). It appears there is a
powerful opportunity for marketers to reach
the underserved, second-screen audience.
Cross-screen strategies are especially
important since 20% of consumers use the
second screen to interact with products
being advertised onTV.(Consumer Graph 14.)
THE CANADIAN MARKETER
31
video advertising perspectives

35. Have you ever developed a strategy to
reach “second-screen” consumers?
How familiar are you with the concept
of “second-screen” viewers?
32
14%
68%
0
20
40
60
80
Familiar
(NET)
Unfamiliar
(NET)
How
familiar
are
you
with
the
concept
of
“second
screen”
viewers?
TOTAL
9%
91%
Have
you
ever
developed
a
strategy
to
reach
“second
screen”
consumers?
Yes
No
YES
NO
MARKETER GRAPH 5 Second-Screen Familiarity
MARKETER GRAPH 6 Second-Screen Strategies
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.

36. Biggest challenges holding marketers back
When asked about the biggest challenges
they face today, nearly half (48%) of marketers
cited the ability to measure campaign perfor-
mance. (Marketer Graph 7.)
Following the ability to measure, the most
common challenges cited were measurement
specifically across multiple screens or devices
(37%), the ability to achieve sufficient reach
(36%) and the ability to evaluate quality
placements. (34%.)
18% of marketers say measurement is the
single biggest challenge they face today
(Marketer Graph 8.), followed by the ability
to understand their target’s behaviours (11%)
and ability to target (11%).
THE CANADIAN MARKETER
So why don’t marketers have firm strategies in place to reach consumers in the
places they know they can be found? What is holding them back? Although
successful measurement seems to be a common concern, the other responses
are varied, ranging from lack of sufficient reach or frequency, to a lack of under-
standing about inventory quality. All answers suggest there is an opportunity
for more education in the area of multi-screen and multi-device advertising.
33
CHALLENGES WITH VIDEO ADVERTISING

37. What are the biggest challenges in video
advertising you face today?
MARKETER GRAPH 7 Current Challenges
34
18%
11%
11%
10%
8%
7%
5%
4%
2%
8%
10%
0
2
4
6
8
10
12
14
16
18
20
Measuring
campaign
performances
Understanding
cross=pla>orm
viewing
behaviours
of
my
target
audience
TargeEng
specific
consumers
Achieving
sufficient
reach
Measuring
the
campaign
audience
across
all
video
screens
or
devices
IdenEfying
content
that
is
right
for
your
brand
IdenEfying
content
that
your
target
audience
views
EvaluaEng
the
quality
of
placement
(e.g.,
viewability)
Planning
mulE-­‐
screen
or
mulE-­‐device
video
campaigns
Other
None
Of
these,
which
is
the
single
biggest
challenge
you
face
today?
48%
37%
36%
34%
32%
31%
31%
29%
16%
15%
12%
11%
0
10
20
30
40
50
60
Measuring
campaign
performance
Measuring
the
campaign
audience
across
all
video
screens
or
devices
Achieving
sufficient
reach
EvaluaCng
the
quality
of
placements
(e.g.,
viewability)
IdenCfying
content
that
your
target
audience
views
TargeCng
specific
consumers
Understanding
cross-­‐plaQorm
viewing
behavior
of
my
target
audience
IdenCfying
content
that
is
right
for
your
brand
Lack
of
standardizaCon
Achieving
sufficient
frequency
Planning
mulC-­‐
screen
or
mulC-­‐
device
video
campaigns
HolisCcally
planning
linear
TV
and
digital
video
campaigns
What
are
the
biggest
challenges
in
video
adver2sing
you
face
today?
TOTAL
Of these, which is the single biggest challenge you face today?
MARKETER GRAPH 8 Biggest Single Challenge
Measuring
campaign
performance
Understanding
cross-screen
behaviour
of target
audience
Targeting
specific
consumers
Achieving
sufficient reach
Measuring
audience
across all video
screens
Identifying
content right
for brand
Identifying
content
that target
audience
views
Evaluating
quality of
placements
(e.g., view-
ability)
Planning
multi-screen
video
campaigns
Other None
Measuring
campaign
performance
Measuring
audience
across all
video screens
Achieving
sufficient
reach
Evaluating
quality of
placements
(e.g.,view-
ability)
Identifying
content
that target
audience
views
Targeting
specific
consumers
Under-
standing
cross-screen-
behaviour
oftarget
audience
Identifying
content right
for brand
Lack of stan-
dardization
Achieving
sufficient
frequency
Planning
multi-screen
video
campaigns
Holisti-
cally planning
linearTVand
digital video
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.

38. HOW IS TECHNOLOGY BEING USED?
Very few marketers in Canada say that
they are leveraging technology to solve their
advertising challenges—with only 10% saying
their company makes use of programmatic
buying today. (Marketer Graph 9.) However,
it is worth noting that the agencies may be
leveraging programmatic technology on the
marketers’ behalf without their knowledge.
39% of marketers can definitively say they
are not using programmatic buying, but 15%
are uncertain and 36% do not know what
programmatic buying is.
For those who are familiar with program-
matic buying, targeting is the key priority by
a huge margin. When asked about the top
features they look for in a technology, nearly
half said having multiple ways to target, with
another 9% saying real-time-bidding and
9% more citing the ability to transact both
programmatically or with reserved inventory.
(Marketer Chart 10.)
THE CANADIAN MARKETER
As the previous graphs have shown, there are many challenges facing marketers
in Canada today. Marketers are finding that as the number of video screens
grows, so does the complexity of video advertising. The solution to most of their
biggest challenges may be the use of technology to pull the pieces together,
yet many do not yet understand how they might leverage a programmatic
approach to their advertising.
35
THE ROLE OF TECHNOLOGY

39. Does your company make use of programmatic buying?
PROGRAMMATIC VIDEO STRATEGIES
What are the top THREE features in a technology platform
that you look for to assist video ad buying or selling?
MARKETER GRAPH 10 Key Technology Features
MARKETER GRAPH 9
36
I don’t know what
programmatic
buying is
36%
Yes
10%
Uncertain
15%
No
39%
Yes
10%
No
39%
Uncertain
15%
I
don’t
know
what
programma=c
buying
is
36%
Does
your
company
make
use
of
programma1c
buying?
Multipleways
totarget
audiences(e.g.,
demo,purchase
behaviour,etc…)
Availabilityof
inventoryviareal
timebidding
Abilityto
transactboth
programmati-
callyandreserved
inventory
Abilitytoimport
CRMdatatouse
intargetingads
Abilitytotrack
consumerson
multipledevices
Abilitytoprovide
cross-device
GRPmetric
Abilitytoserve
adsintovideosof
networks’online
streamingsites
Abilitytoserve
adsintoVideo
onDemandon
cable/satellite
systems
Other
47%
9%
9%
8%
6%
6%
5%
3%
8%
0
5
10
15
20
25
30
35
40
45
50
Having
mul6ple
ways
to
target
audiences
(e.g.,
demographics,
product
purchase
behavior,
etc…)
Availability
of
inventory
via
real
6me
bidding
Ability
to
transact
both
programma6cally
and
reserved
inventory
Ability
to
import
CRM
data
to
use
in
targe6ng
ads
Ability
to
track
consumers
on
mul6ple
devices
Ability
to
provide
cross-­‐device
GRP
metric
Ability
to
serve
ads
into
videos
of
networks’
online
streaming
sites
Ability
to
serve
ads
into
Video
on
Demand
on
cable/
satellite
systems
Other
What
are
the
top
THREE
features
in
a
technology
pla7orm
that
you
look
for
to
assist
video
ad
buying
or
selling?
Rank
1
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.

40. Video to grow, along with programmatic technologies
Over the next three years, marketers
predict that the industry will continue to shift
money into video. (Graph 11.) Specifically,
64% believe money will be shifted from other
media channels into video, and 67% think
money will be shifted specifically from TV.
Moreover, while currently only 10% of
marketers are knowingly making use of
programmatic buying, and 36% are unfamil-
iar with the concept, 34% of total respon-
dents said that they think video buying will
become more programmatic over the next
three years. This suggests that those with
knowledge of programmatic are enthusiastic
about its growth.
Of course, one of the benefits of pro-
grammatic video buying is the ability to
reach discrete consumer groups through
the application of data. Similarly, continu-
ing with themes that arose in the previous
section, the key potential advantage that
marketers see in video is its ability to target
specific consumers (45%). They also see
the ability to reach consumers not exposed
to TV ads (16%) and enhanced interactivity
(9%) as key video advantages. (Graph 12.)
When marketers were asked about the
most important future video buying capa-
bilities, responses were generally in line
with video’s potential advantages. Ability to
target again topped the list, including target-
ing by buying behaviour. And 40% cited the
ability to reach consumers across screens as
a key capability. (Graph 13.) Ability to buy
video programmatically was mentioned by
only 24% of respondents as “key.” Since
targeting is a key component of programmatic
strategies, however, again this may suggest
more of an education gap on programmatic
capabilities rather than a lack of support.
THE CANADIAN MARKETER
37
three year outlook
Despite their perceived challenges with video advertising and limited familiarity
with the technologies currently available to assist in video planning and buying,
marketers believe that over the next three years, video will command a stronger
presence in their advertising plans. But video will not remain a siloed channel:
the vast majority of marketers predict that the industry will move towards a
model that is more holistic, supporting the convergence of content and advertising
across screens. And marketers seem optimistic that all groups–from brands, to
agencies, to publishers–will see a better return on investment by taking this type
of holistic approach to advertising.

41. What do you see as the THREE greatest future
potential advantages for video advertising?*
In the future, which of the following will be the most
important capabilities for buying video advertising?
MARKETER GRAPH 13 Video BUYING Capabilities
Respondents who believe the following are
likely in the next three years
38
Abilitytotarget
adstoindividuals
basedontheir
matchwithmy
targetaudience
Abilitytoevaluate
audienceson
buyingbehavior
inmyproduct
category
Abilitytobuy
audiencesacrossall
screensincluding
TV/videoplatforms
Abilitytobuy
adsonspecific
programs
Abilitytobuy
onlinevideoads
programmatically
Abilitytowork
directlywithmedia
outletstocustomise
packagesof video
advertising
opportunities
Abilitytobuy
linearTVads
programmatically
Advertiserswillreallocatemoney
currentlyspentonlinearTVtonewvideooptions
Advertiserswillshiftmoremoneyfromother
mediaintoadvertisingonnewvideooptions
67%
64%
Videobuyingwillbecome
moreprogrammatic
34%
*Note: top five responses
MARKETER GRAPH 12 Advantages of Video
MARKETER GRAPH 11 GROWTH TRENDS
71%
48%
40%
33%
24%
22%
10%
0
10
20
30
40
50
60
70
80
Ability
to
target
ads
to
individuals
based
on
their
match
with
my
target
audience
Ability
to
evaluate
audiences
on
buying
behavior
in
my
product
category
Ability
to
buy
audiences
across
all
screens
including
TV
/
video
plaDorms
Ability
to
buy
ads
on
specific
programs
Ability
to
buy
online
video
ads
programmaFcally
Ability
to
work
directly
with
media
outlets
to
customise
packages
of
video
adverFsing
opportuniFes
Ability
to
buy
linear
TV
ads
programmaFcally
In
the
future,
which
of
the
following
will
be
the
most
important
capabili6es
for
buying
video
adver6sing?
TOTAL
Targeting
specific
consumers
Reachingnew
consumersnot
exposedto
adsonTV
Enhancing
videowith
interactivity
Bettermessage
communication
ability
GreaterROI
accountability
45%
16%
9%
7%
6%
5%
4
3
3
0
10
20
30
40
50
Targe1ng
specific
consumers
Reaching
new
consumers
not
exposed
to
ads
on
TV
Enhancing
video
with
interac1vity
BeFer
message
communica1on
ability
Greater
ROI
accountability
Higher
audience
aFen1on
Ability
to
deliver
messages
to
a
consumer
at
different
1mes
of
day
Viewabilty
overall
To
control
reach
and
frequency
across
devices
New
oth
or
What
do
you
see
as
the
THREE
greatest
future
poten5al
advantages
for
video
adver5sing?
Ranked
1st
45%
16%
9%
7%
6%
5%
4
3
3
0
10
20
30
40
50
Targe1ng
specific
consumers
Reaching
new
consumers
not
exposed
to
ads
on
TV
Enhancing
video
with
interac1vity
BeFer
message
communica1on
ability
Greater
ROI
accountability
Higher
audience
aFen1on
Ability
to
deliver
messages
to
a
consumer
at
different
1mes
of
day
Viewabilty
overall
To
control
r
and
freque
across
dev
What
do
you
see
as
the
THREE
greatest
future
poten5al
advantag
for
video
adver5sing?
Ranked
1st
45%
16%
9%
7%
6%
5%
4
3
3
0
10
20
30
40
50
Targe1ng
specific
consumers
Reaching
new
consumers
not
exposed
to
ads
on
TV
Enhancing
video
with
interac1vity
BeFer
message
communica1on
ability
Greater
ROI
accountability
Higher
audience
aFen1on
Ability
to
deliver
messages
to
a
consumer
at
different
1mes
of
day
Viewabilty
overall
To
control
reac
and
frequency
across
devices
What
do
you
see
as
the
THREE
greatest
future
poten5al
advantages
for
video
adver5sing?
Ranked
1st
45%
16%
9%
7%
6%
5%
4
3
0
10
20
30
40
50
Targe1ng
specific
consumers
Reaching
new
consumers
not
exposed
to
ads
on
TV
Enhancing
video
with
interac1vity
BeFer
message
communica1on
ability
Greater
ROI
accountability
Higher
audience
aFen1on
Ability
to
deliver
messages
to
a
consumer
at
different
1mes
of
day
Viewabilty
overall
To
con
and
fr
acros
What
do
you
see
as
the
THREE
greatest
future
poten5al
advant
for
video
adver5sing?
Ranked
1st
45%
16%
9%
7%
6%
5%
4
3
0
10
20
30
40
50
Targe1ng
specific
consumers
Reaching
new
consumers
not
exposed
to
ads
on
TV
Enhancing
video
with
interac1vity
BeFer
message
communica1on
ability
Greater
ROI
accountability
Higher
audience
aFen1on
Ability
to
deliver
messages
to
a
consumer
at
different
1mes
of
day
Viewabilty
overall
To
a
a
What
do
you
see
as
the
THREE
greatest
future
poten5al
adva
for
video
adver5sing?
Ranked
1st
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.

42. THE CANADIAN MARKETER
39
CONVERGENCE is THE NEW NORMAl
On the prior page, we saw that 40% of
marketers believed that the ability to buy
audiences across screens, including TV and
video platforms, would be a key capability
in the future. (Graph 13.)
Another sign that marketers believe
television and video convergence are here
to stay…an overwhelming percentage (85%)
predict that in the coming years, planning
for online video and linear television will
merge. (Graph 14.)
Less clear is who would take the lead if
these two sides merged,with 71% predicting
specialized digital media buying compa-
nies would lead, and a split response on
whether traditional media buying firms
would lead.
As the digital and traditional disciplines
merge, 52% of marketers predict agencies
will merge their existing teams–leaving the
possibility that new teams could also be
created with a focus on cross-screen buying
and planning.
About half of marketers also predict
that agencies will plan video advertising
campaigns holistically across all video
viewing options–almost twice as many
as those who believe it will be done in
siloes. This shows there is a growing
expectation that the siloes of today will
break down as agencies and advertisers
look more holistically at all of their dollars
across screens. (Graph 15.)
three year outlook

43. Thinking about how video advertising will change in the next
three years, please indicate how strongly you agree or
disagree with the following statements.
Planning and Buying in the FutureMARKETER GRAPH 14
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.
Thinking about the next three years, in your view
how likely are the following to happen?
Agencieswillmergetheir
TVandonlinevideo
buyinggroups
Agencieswillplanvideoadvertising
campaignsholisticallyacrossall
videoviewingoptions
Agencieswillplanvideo
advertisingoneach
platformseparately
MARKETER GRAPH 15 The Impact of Convergence ON AGENCIES
52%
48%
0
10
20
30
40
50
60
Agencies
will
merge
their
TV
and
online
video
buying
groups
Agencies
will
plan
video
adver@sing
campaigns
holis@cally
across
all
video
viewing
op@ons
Agencies
will
plan
video
adver@sing
on
each
plaAorm
separately
Thinking
about
the
next
3
years,
in
your
view
how
likely
are
the
following
to
happen?
85
71
46
15
29
54
0
10
20
30
40
50
60
70
80
90
Planning
for
online
video
and
linear
television
will
merge
Specialized
digital
media
buying
agencies
will
lead
all
video
buying
TradiDonal
media
buying
firms
will
lead
all
video
buying
Thinking
about
how
video
adverDsing
will
change
in
the
next
3
years,
please
indicate
how
strongly
you
agree
or
disagree
with
the
following
statements?
Agree
(NET)
Disagree
(NET)
Planningforonlinevideoand
lineartelevisionwillmerge
Specializeddigitalmediabuying
agencieswillleadallvideobuying
Traditionalmediabuyingfirms
willleadallvideobuying
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.
85%
71%
46%
15%
29%
54%
0
10
20
30
40
50
60
70
80
90
Planning
for
online
video
and
linear
television
will
merge
Specialized
digital
media
buying
agencies
will
lead
all
video
buying
TradiEonal
media
buying
firms
will
lead
all
video
buying
Thinking
about
how
video
adverEsing
will
change
in
the
next
3
years,
please
indicate
how
strongly
you
agree
or
disagree
with
the
following
statements?
Agree
(NET)
Disagree
(NET)
26%
40

44. Who WILL BENEFIT?
When all is said and done, who will
benefit from the more cross-platform,
cross-screen approach marketers are
predicting we’ll see in the coming years?
The answer is that everyone can benefit.
A large majority of marketers believe
that media outlets will increase their overall
video advertising revenue in the next three
years. (Graph 16.)
Additionally, almost three-quarters
believe that media outlets will also
benefit, by earning higher CPMs for video
advertising (74%).
Finally, 64% of marketers predict that
advertising effectiveness will improve, sug-
gesting that the brands themselves will
also benefit. Overall this suggests that the
changes ahead for video advertising will be
a win-win across the board.
THE CANADIAN MARKETER
Thinking about how video advertising will change in the next 3
years, please indicate how strongly you agree or
disagree with the following statements?
41
three year outlook
81%
74%
64%
19%
26%
36%
0
10
20
30
40
50
60
70
80
90
Media
outlets
will
increase
their
overall
adver=sing
revenue
by
selling
video
adver=sing
Media
outlets
will
earn
higher
CPMs
for
video
adver=sing
Adver=sing
effec=veness
will
improve
Thinking
about
how
video
adver=sing
will
change
in
the
next
3
years,
please
indicate
how
strongly
you
agree
or
disagree
with
the
following
statements?
Agree
(NET)
Disagree
(NET)
Mediaoutletswillincreasetheir
overalladvertisingrevenueby
sellingvideoadvertising
Mediaoutletswillearnhigher
CPMsforvideoadvertising
Advertisingeffectiveness
willimprove
MARKETER GRAPH 16 ECOSYSTEM Benefits
Source: Marketing Magazine survey, commissioned by Videology, Fall 2014, comprised of 104 Canadian senior-level marketers.
81%
74%
64%
19%
26%
36%
0
10
20
30
40
50
60
70
80
90
Media
outlets
will
increase
their
overall
adver=sing
revenue
by
selling
video
adver=sing
Media
outlets
will
earn
higher
CPMs
for
video
adver=sing
Adver=sing
effec=veness
will
improve
Thinking
about
how
video
adver=sing
will
change
in
the
next
3
years,
please
indicate
how
strongly
you
agree
or
disagree
with
the
following
statements?
Agree
(NET)
Disagree
(NET)

45. Consumers
Male 48
Female 52
Millennial (18-34) 32
Gen X (35-49) 27
Boomer (50-69) 36
Seniors 6
< High School 5
High School 26
Some College/Univ 21
College 20
University 20
Post-Graduate 9
Work FullTime 37
Work PartTime 14
Retired 20
Self Employed 6
Not Employed 17
Student 6
Single/Div/Widow 45
Married/Common Law 55
Children in Home 36
Major Metro 49
Medium Metro 33
Small/Rural 17
Atlantic (Net) 7
Quebec 23
Ontario 39
West (Net) 31
HHI <$50K 45
HHI $50K-99.9K 32
HHI $100K+ 14
HHI Not Avail 10
Mean HHI $58k
Canadian 81
French Canadian 5
Other Ethnic 14
marketers
Segments of IndustryYour Company Works With:
Online/Internet 67
Publishing 43
Digital 27
Broadcast 23
Other 4
JobTitleC-suite Executive 44
Brand/Account Manager 17
Other Executive 16
CMO/Director Marketing 9
Other 15
Size of Company
1-99 78
100-499 11
500+ 12
Mean 92
Years in Industry
<1 year 8
1-5 years 14
6-10 years 19
11-20 years 32
21+ years 26
Mean 13
Co.’sTotal Revenue
<$1 Mil 42
$1-$99 Mil 35
>$100 Mil 23
Mean 136K
Other
Male 56
Female 44
Atlantic (Net) 10
Quebec 21
Ontario 39
West (Net) 32
Appendix A:
METHODOLOGY
Appendix B:
DEMOGRAPHICS
In Fall 2014, Marketing
Magazine and Rogers
Connect Market Research
and Client Services
conducted an independent
online survey of 1,011
Canadians (nationally repre-
sentative) and 104 Canadian
marketers (those working
in a marketing-related, or
executive-level role).
The survey did not include
marketing professionals
working at advertising or
media agencies—only brand
direct advertisers.
All responses were collected
between September and
October 2014. Data was
compiled by Marketing
Magazine, and the
corresponding analysis and
commentary was prepared
by Videology.
42

48. For more information, please contact Canada@videologygroup.com
videologygroup.com