Canadian ad spending is following consumer trends and moving towards mobile on digital platforms, according to new numbers from digital video advertising platform TubeMogul.

Mobile inventory in Canada increased by 29% from the second to third quarter, and has jumped a total of 154% since the end of 2013. Average CPMs on the platform are also rising, going up 19% over the last year.

The quarterly report uses data aggregated from the various inventory sources that TubeMogul is plugged into in Canada. Viewability for online advertising in the second quarter was 43%, the second highest worldwide and 6% above the global average.

Canadian pre-roll CPMs have fallen an average of 8% from $9 in the second quarter to $8.27 in the third. The ad option remains the least expensive format at 2.8 cents per minute. Pre-roll auctions increased by 124% from the second to third quarter, the largest jump since the last quarter of 2013.

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