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Digital Advertising - Canada - August 2018

"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."

- Andrew Zmijak, Research Analyst

This report will look at the following areas:

  • Older cohorts less likely to click on most types of ads
  • Consumer frustration with mobile ads apparent
  • Close to half rid video display ads as soon as possible

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Table of contents

  1. 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

                                                                    Digital Advertising - Canada - August 2018

                                                                    US $4,395.00 (Excl.Tax)