This year, a range of ad execs have said digital advertising is broken and in need of repair. While they’re right to insist for better performance, their focus has been on surface issues related to the ad experience, while a larger problem lies beneath.
In a recent analysis, 37% of digital campaign ads in Canada didn’t resonate with their audience. In other words, more than one in three campaigns failed to drive any brand lift in consumer awareness, favorability or intent among consumers who saw them. Why is that?
Marketers want to know who their digital advertising reaches, no matter what screen it appears on or who sees it. That’s the clear message from recent Nielsen research about Canadian on-target rate data—an increasingly relevant metric as marketers increase their digital ad spend.
While marketing budgets in Canada are flat or down for many advertisers this year, spending across the digital ecosystem is on the rise, and campaigns are being used in equal measure for brand-building and performance-based campaigns.
The most credible advertising comes straight from the people we know and trust. And it should come as no surprise that more than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family.
Digital is gaining momentum, which has many clients asking: Should I move to an all-digital plan? “All digital” is a bold move for any marketer, with multiple factors to consider. But before you take the plunge, answer these 10 key questions.
Mobile is quickly becoming a strong factor in many ad campaigns, and as digital technology becomes more ubiquitous, it’s critical that marketers know if this medium is helping them connect with on-the-go consumers. So how are they faring in their efforts?
Advertisers try to make their ads hit home with audiences as much as possible—but there's room for improvement. Investing a little more heavily in determining how much ads resonate and working to improve campaigns accordingly have the potential to dramatically improve overall advertising effectiveness.
Digital advertising continues to grow as marketers follow fragmenting audiences across screens. Within the digital medium, which has traditionally been dominated by direct response advertising, brand marketing growth is now outpacing direct response.
The Canadian marketplace has demonstrated its commitment to integrated multi-screen campaigns as a way to drive impactful advertising experiences. While media consumption is evolving across screens, content and messaging across device type remain essential elements to campaign management.
Internet use among Canadians is high and growing. According to a 2012 eMarketer report, Canada had the highest level of online engagement in the world that year, as 77 percent of its population was engaging online. With such heavy Internet use, it’s essential that advertisers understand the impact of their online campaigns.