2023
8
Canada Digital Advertising Market Report 2023
2023-12-28T10:01:45+00:00
REP2FEC3349_DD6C_4445_A732_BBBA2DF9AFD0
3695
169227
[{"name":"Marketing and Advertising","url":"https:\/\/store.mintel.com\/industries\/marketing-advertising"}]
Report
en_GB
Ditch the Photoshop? Canadians look to digital ads to inform them of products, services and discounts, but are dissatisfied with brands' transparency in their ads. Candace Baldassarre, Research Analyst…
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  6. Canada Digital Advertising Market Report 2023

Canada Digital Advertising Market Report 2023

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Ditch the Photoshop? Canadians look to digital ads to inform them of products, services and discounts, but are dissatisfied with brands’ transparency in their ads.

Candace Baldassarre, Research Analyst

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    • Key issues covered in this Report
  1. Executive summary

  2. Consumer Insights

    • Consumer fast facts
    • Device usage
    • Graph 1: heavy usage (5+ hours/day), by device, 2023
    • Graph 2: percentage of daily users that are heavy users (5+ hours/day), by device, 2023
    • Graph 3: heavy device usage (5+ hours/day), by age, 2023
    • Graph 4: uses television for 5+ hours in average day, English-speaking vs French-speaking Quebecers, 2023
    • Graph 5: uses television for 5+ hours in average day, by region, 2023
    • Graph 6: uses devices for 5+ hours per day, overall vs newer Canadians, 2023
    • Graph 7: uses devices for 5+ hours daily, by race, 2023
    • Digital content/media consumption
    • Graph 8: location of audio/video engagement in past week, 2023
    • Graph 9: sources of audio/video content in past week, by age, 2023
    • Graph 10: saw/heard video/audio content on platform in past week (select), men vs women, 2023
    • Graph 11: location of audio/video engagement in past week (select), by race, 2023
    • Graph 12: location of audio/video engagement in past week (select), overall vs newer Canadians, 2023
    • Graph 13: location of audio/video engagement in past week (select), by region, 2023
    • Graph 14: location of audio/video engagement in past week (select), overall vs LGBTQ+ consumers, 2023
    • What makes a positive ad experience
    • Graph 15: “I prefer when ads…”, 2023
    • Graph 16: “I prefer when ads…” (select), by age. 2023
    • Graph 17: “I prefer when ads…” (select), by household income, 2023
    • Graph 18: “I prefer when ads…” (select), overall vs Black/African vs South Asian, 2023
    • Graph 19: “I prefer when ads…” (select), by language spoken, 2023
    • How Canadians are responding to ads
    • Graph 20: responses to ads in past six months, 2023
    • Graph 21: responses to digital ads in past six months, by age, 2023
    • Graph 22: responses to digital ads in past six months (select), those who agree “If I find a brand’s digital ads annoying, I am less likely to buy their products/services” vs overall, 2023
    • Graph 23: responses to digital ads in past six months (select), by race, 2023
    • Why consumers are clicking online ads
    • Graph 24: reasons for clicking on online ads, 2023
    • Graph 25: reasons for clicking on online ads (select), by age, 2023
    • Graph 26: “I have purchased a product after seeing it on a TV show or in a movie” (% agree), by gender and age, 2023
    • Graph 27: reasons for clicking on online ad (select), by race, 2023
    • Graph 28: “I am more likely to buy something if I see that a celebrity/influencer I know endorses the product” (% agree), by race, 2023
    • Graph 29: “I have purchased a product after seeing it on a TV show or in a movie” (% agree), by race, 2023
    • Graph 30: reasons for clicking on online ads (select), by language spoken at home, 2023
    • Digital ads and concerns around trust
    • Graph 31: “I do not trust recommendations from paid advertisements online” (% agree), by age, 2023
    • Graph 32: “large companies are less likely to be honest in their ads than smaller ones” (% agree), by gender and age, 2023
    • Graph 33: attitudes toward digital ads (select), by race, 2023
    • Graph 34: attitudes toward digital ads (select), overall vs British Columbia, 2023
    • Graph 35: “paid partnerships on social media (ie between brand and influencer) are inauthentic” (% agree), by age, 2023
    • Attitudes toward digital advertising
    • Graph 36: attitudes toward digital ads (select), by race, 2023
    • Graph 37: “ads that require me to follow a QR code are annoying” (% agree), by age, 2023
    • Graph 38: “ads that require me to follow a QR code are annoying” (% agree), by language spoken at home, 2023
    • Graph 39: “digital ads are a waste of my time” (% agree), by age, 2023
    • Graph 40: attitudes toward digital ads (select), men vs women, 2023
  3. Competitive strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
  4. The Market

    • Market drivers
    • Graph 41: distribution of foreign-born population, by region of birth, 1871 to 2036
    • Graph 42: top birthplaces of recent immigrants, 2021
    • Graph 43: daily social media use (select), by race, 2023
    • Graph 44: actions taken over last two months, 2023
    • Graph 45: population aged 0-14 and 65+, 1988-2068*
  5. Appendix

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