Online advertisers that were once stifled by over-priced talent for video ads are now able to source a full pipe of affordable Canadian actors through an agreement that was announced today between Alliance of Canadian Cinema, Television and Radio Artists (ACTRA), the Association of Canadian Advertisers (ACA) and the Institute of Communications Agencies (ICA).A two and a half year pilot project launched today to stimulate growth and employment opportunities within the Canadian market. The project highlights significantly-reduced talent rates for Video commercials that are originally made for TV/radio, that are later moved to the online channel as well as pure-play online video commercials.
Canadian consumers are world leaders in Online Video viewership. According to Comscore Video Metrix, 21 million viewers (87% of the total Online population age 15+) viewed a Video Online in August 2008. In contrast, only 78 percent of the U.S. Online population viewed a Video Online in this same month.
Despite Canadians’ voracious appetite for video consumption, the IAB Canada's annual Online advertising survey revealed that Video advertising made up only 1% of the total 2007 Online advertising revenue in Canada.
Between this and the iPhone entering Canada this year, we should be expecting some real growth here for 2009.
1 comment:
It's encouraging for younger filmmakers and creative start ups as well - talent is often a dimension of production that is cost prohibitive. Actors are often willing to do the work for less, but the union protects them from 'exploiting' themselves -- this could be a great balance for producers and talent.
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