1. Key Findings
From the
BrightRoll and IAB Canada 2015
Advertising Agency Survey

2. 2015 BRIGHTROLL AND IAB CANADA AGENCY SURVEY
Survey Goals:
The BrightRoll research team and IAB Canada are committed to understanding
what matters most to Canada’s advertising agencies. Year-over-year, we mine
for insights into trends and topics that deserve more attention. How do agencies
allocate their media budgets? How have agency RFPs changed over time? What
metrics do they most frequently use to measure success? It is our goal to uncover
interesting, relevant, and valuable insights that video advertisers may use to
grow their business.

3. 2015 BRIGHTROLL AND IAB CANADA AGENCY SURVEY
Methodology:
This is the third year BrightRoll has partnered with IAB Canada to mine insights from
Canada’s leading advertising professionals. This year’s report is based on responses
from over 100 executives at top advertising agencies across Canada. The regular
deployment of this survey has allowed us to build a unique database that
showcases trends in agency behavior over time.
Our survey allowed for a three-week collection period for responses 2/25/2015 to
3/13/2015, with two email reminders. We incentivized participation with a drawing
to win an Apple iPad.
In March of 2015, we collected 130 responses to this survey, aggregated the data,
and compared it to the results of previous years. The BrightRoll research team sifted
through the results and selected six of the most interesting takeaways to share.

4. 2015 BRIGHTROLL AND IAB CANADA AGENCY SURVEY
Key Findings:
Agencies report that:
Digital video is becoming mainstream.
Online video advertising is effective.
Confidence in programmatic is growing.
Completed views, conversions, and brand lift are the metrics that matter most.
Targeting tops the list of digital video benefits.
Mobile and tablet spending are poised for growth.

5. Digital video is
becoming mainstream.

6. 2015 BRIGHTROLL AND IAB CANADA AGENCY SURVEY
We asked agencies: What portion of your RFPs include a video ad component? In
2012, 21.3% said a majority of their RFPs; in 2014, that number grew to 31.3%. That’s
an increase of 47% in only two years.
26.4%
2011 2012 2013 2014
21.3% 25.5% 31.3%
What percent of your digital RFPs included a video
ad component in the last 12 months?
Percent of sample with video in “Majority” of RFPs:
Source: BrightRoll IAB Canada 2015 Agency Survey, Mar 2015
Majority

7. Online video
advertising is effective.

8. 2015 BRIGHTROLL IAB CANADA AGENCY SURVEY
We believe that digital video is effective, but we were surprised by this response: 67%
of agency respondents said they believed online video advertising is as effective or
more effective than TV.
In your experience, how effective is online video
advertising when compared to the following alternatives?
Online video is less effective than TV
Online video is about the same as TV
Online video is more effective than TV
I don’t know
46%
23%
10%
21%
Source: BrightRoll IAB Canada 2015 Agency Survey, Mar 2015

9. Confidence in programmatic
is growing.

10. Agency respondents show confidence in programmatic. Nearly 2.5X more re-
spondents plan to dedicate a majority of digital video budgets to programmatic
in the next twelve months.
2015 BRIGHTROLL IAB CANADA AGENCY SURVEY
What percent of your overall digital video budget
do you expect to be programmatic in the next 12 months?
40.2%
29.2% 29.7%
7.5%
18.3%
Minority
35.8%
MajorityAround Half
2013 2014
Source: BrightRoll, IAB Canada 2015 Agency Survey, Mar 2015

11. Completed views, conversions,
and brand lift are the metrics
that matter most.

12. Click-thru is relevant, but its importance is declining. Agency respondents
ranked completed views, conversions, and brand lift as the three metrics that
mattered most.
2015 BRIGHTROLL IAB CANADA AGENCY SURVEY
What is the most important success metric for your
digital video campaign?
Completed views -
Conversion -
Brand lift -
Sales Impact -
CTR (Click-thru-rate) -
Viewability -
Validated Impressions -
GRP/TRP (gross/targeted rating point) -
Inventory Quality -
25%
18%
11%
10%
10%
9%
6%
6%
5%
Source: BrightRoll IAB Canada 2015 Agency Survey, Mar 2015

13. Targeting tops the list of digital
video benefits.

14. Almost half of agency respondents report that targeting capability is the most
valuable aspect of digital video. That’s more than reach, price, format, creative
reuse, and “other” benefits combined.
2015 BRIGHTROLL IAB CANADA AGENCY SURVEY
Which aspect of digital video advertising do
your clients view as most valuable?
Targeting capabilities
Reach
Price relative to TV
Ad unit format
Ability to reuse creative
Other
46%
27%
12%
4%6.6%
Source: BrightRoll IAB Canada 2015 Agency Survey, Mar 2015
4%

15. Mobile and tablet spending are
poised for growth.

16. 53% of agency respondents agree that mobile video is where they expect the
largest increase in digital media spend. 85% of agency respondents are likely to
dedicate budget to tablet video.
2015 BRIGHTROLL IAB CANADA AGENCY SURVEY
Which ad category do you expect to see
the largest overall increase in digital
media spending this year?
53%
36%
17%
28%
18% 12%
36%
Video - m
obile
Video - desktop
TV (program
m
atic)
Social m
edia
Search advertising
Display - desktop
Display - m
obile
Source: BrightRoll IAB Canada 2015 Agency Survey, Mar 2015

17. 2015 BRIGHTROLL IAB CANADA AGENCY SURVEY
Summary of Findings:
Agencies report that:
Digital video is becoming mainstream.
Online video advertising is effective.
Confidence in programmatic is growing.
Completed views, conversions, and brand lift are the metrics that matter most.
Targeting tops the list of digital video benefits.
Mobile and tablet spending are poised for growth.

18. The Interactive Advertising Bureau of Canada (IAB Canada) is the national
voice and thought leader of the Canadian interactive marketing and
advertising industry. We are the only trade association exclusively
dedicated to the development and promotion of the digital marketing
and advertising sector in Canada.
As a not-for-profit association, IAB Canada represents over 250 of Canada’s
most well-known and respected advertisers, ad agencies, media companies,
service providers, educational institutions and government associations.
Our members represent a diverse range of stakeholders in the rapidly growing
Canadian digital marketing and advertising sector, and include numerous
small and medium sized enterprises.
About IAB Canada

19. BrightRoll works with the top 15 advertising agencies. Learn more.
DESKTOP
PRIVATE
M
ARKETPLACE
of AdAge 100
87
10
largest DSPs
15,000
websites
7,000
mobile web & apps
100+
leading video service partners in data, research, creative
services, and technology and infrastructure.
41/50
of toppublishers
Top 15
agencies
18 of 20
top ad networks