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- Canada Digital Advertising Market Report 2024
Canada Digital Advertising Market Report 2024
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Digital advertising in Canada is currently navigating a complex landscape shaped by consumer preferences and regulatory changes. A significant portion of Canadians express a desire to skip digital ads if possible, indicating a general fatigue with the volume of advertising they encounter. Despite this, consumers acknowledge that advertisements are effective tools for discovering new products, highlighting a paradox where ads are both essential and overwhelming. Transparency and authenticity in advertising help cut through the noise.
Obviously, there has been a shift from traditional linear TV to more flexible, on-demand content consumption via streaming services and social media platforms. This transition presents both challenges and opportunities for advertisers aiming to capture consumer attention in a rapidly evolving digital environment. When advertising, however, it is imperative to recognize both Canada’s ethnic and cultural diversity (and accompanying preferences) as well as regional differences in preferences. Clearly a one-size-fits-all approach is ineffective.
Though Canadians recognize that ads are a non-negotiable part of life, they are still going to lengths to avoid them. And, when they do encounter them, not all content sources or ads stack up the same. Traditional media still tops the list as most trusted in consumers' eyes.
Candace Baldassarre, Research Analyst
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