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DIGITAL ADVERTISING - CANADA - AUGUST 2018

Published By :

Mintel

Published Date : Aug 2018

Category :

Lifestyle

No. of Pages : N/A

The vast majority of Canadian consumers regularly view digital ads, whether via a computer, mobile device and/or news feed. Additionally, most consumers are also exposed to digital ads on a daily basis. Although most see digital ads frequently, frustration and avoidance of such ads is prominent among Canadians, especially older segments of the population. Younger consumers though, display positive sentiment towards the category and are more likely to click on digital ads to learn more about a product and/or service. Advertisers face challenges in attracting certain groups; however, they have opportunity to do well through appropriate ad formats and suitable offerings based on the behaviours and attitudes of these cohorts.

Table of contents
OVERVIEW
What you need to know
Definitions
EXECUTIVE SUMMARY
The issues
Older cohorts less likely to click on most types of ads
Figure 1: Comparison of ad formats, 18-44s vs over-45s, June 2018
Consumer frustration with mobile ads apparent
Figure 2: Attitudes towards mobile ads, June 2018
Close to half rid video display ads as soon as possible
Figure 3: Attitudes towards video display ads, June 2018
The opportunities
Younger consumers more likely to see digital ads
Figure 4: Daily ad viewership, by age, June 2018
Parents hold positive attitudes towards mobile ads
Figure 5: Attitudes towards mobile ads (select), parents vs overall, June 2018
Over a third sometimes click on native ads
Figure 6: Attitudes towards native ads, June 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Estimated growth of 18-44s will benefit category
High smartphone ownership bodes well for digital advertisers
The effects of improved perceptions of financial health
MARKET FACTORS
Projected growth of 18-44s will benefit the category
Figure 7: Projected trends in the age structure of the Canada population, 2014-19
Figure 8: Tide, Super Bowl LII Commercial, It’s a Tide Ad, February 2018
High smartphone ownership bodes well for category
The effects of improved perceptions of financial health
KEY PLAYERS – WHAT YOU NEED TO KNOW
Emotional ads for Canada’s 150th birthday
Political ads on social media target voters
Ad budgets are migrating more to digital
Negative sentiment prevails
New ad channel via AR integrated through social media
MARKETING AND ADVERTISING
Emotional advertising for Canada’s 150th birthday
Figure 9: It’s Canada’s Birthday, June 2017
Figure 10: Tim Hortons #Canada150 – Born on Canada Day, June 2017
Political ads on social media target voters
Figure 11: Don’t Give the Conservatives or the NDP a Blank Cheque, June 2018
Figure 12: Better Never Stops, May 2018
Subway’s take on Greek food
Figure 13: MAKE IT GREEK – NEW GREEK COLLECTION | SUBWAY, April 2018
WHAT’S WORKING?
Advertising budgets are migrating more to digital
Instagram’s native advertising feature
WHAT’S STRUGGLING?
Negative sentiment prevails
Data breach targets consumers via ads
WHAT’S NEXT?
Augmented reality integrated through social media
THE CONSUMER – WHAT YOU NEED TO KNOW
Viewership of digital ads is fairly universal
One fifth most likely to click a video ad on a website seen on a computer
Men lean towards computer ads whereas women to social media
Leading sentiment points to frustration with mobile ads
Over a third sometimes click on native ads
Near half of consumers rid video display ads as soon as possible
FREQUENCY OF AD VIEWERSHIP
Viewership of digital ads is fairly universal
Figure 14: Frequency of digital ad viewership, June 2018
Figure 15: Frequency of ad viewership, by ad type, June 2018
Viewership of computer ads slightly higher on average
Figure 16: Frequency of ad viewership, by type of ad, June 2018
Younger consumers more likely to view digital ads
Figure 17: Daily ad viewership, by age, June 2018
Younger men driving gender differences
Figure 18: Overall ad viewership (select), men 18-44 vs women 18-44, June 2018
COMPARISON OF AD FORMATS
One fifth of consumers are most likely to click on a video ad on a website seen on a computer
Figure 19: Comparison of ad formats, June 2018
Men more likely to click on computer ads, women on social media ads
Figure 20: Comparison of ad formats, men vs women, June 2018
Younger cohorts more likely to click on most types of ads
Figure 21: Google Photos: Best Picture, February 2017
Figure 22: Comparison of ad formats, 18-44s vs over-45s, June 2018
Parents also more likely to click on ads
Figure 23: Comparison of ad formats, parents vs overall, June 2018
ATTITUDES TOWARDS DIGITAL ADS
Leading sentiment points to frustration with mobile ads
Figure 24: Attitudes towards mobile ads, June 2018
Older consumers much more likely to never pay attention to mobile ads
Figure 25: Attitudes towards mobile ads (select), 18-44s vs over-45s, June 2018
Parents display positive sentiment towards mobile ads
Figure 26: Attitudes towards mobile ads (select), parents vs overall, June 2018
Over a third sometimes click on native ads
Figure 27: Attitudes towards native ads, June 2018
Younger cohorts tend to show more interest in native ads
Figure 28: Attitudes towards native ads (select), 18-44s vs over-45s, June 2018
Near half of consumers rid video display ads as soon as possible
Figure 29: Attitudes towards video display ads, June 2018
18-44s more inclined towards video display ads
Figure 30: Heineken | Worlds Apart | #OpenYourWorld, April 2017
Figure 31: Attitudes towards video display ads (select), 18-44s vs over-45s, June 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

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