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© 2015 eMarketer Inc.
Canada Digital Advertising
Scorecard
Paul Briggs
Analyst, Canada
Twitter: @briggsrp
May 20, 2015
© 2015 eMarketer Inc.
Canada Ad Spending Reports
© 2015 eMarketer Inc.
Today’s Agenda
 Digital Ad Spending in Canada Primer
 Tracking Digital Advertiser Sentiment
 Scorecard Results
– Search (Desktop and Mobile)
– Display (Desktop and Mobile)
– Social Media
– Video
– Programmatic
© 2015 eMarketer Inc.
Scorecard Methodology
 eMarketer worked with 18 brands and agencies in
Canada between December 2014 and March 2015
 Rated the following ad formats/channels: online
display, search, digital video, paid social media,
mobile search and mobile display, programmatic
 A to F grading for each format/channel for each of the
following marketing objectives/tactics: engagement,
lead generation, brand awareness, website traffic,
targeting, return on investment and sales/transactions
© 2015 eMarketer Inc.
Before we get started,
some definitions:
Ad Format/Channel: The major digital media through which
advertisers reach consumers
– e.g., online display, mobile search
Ad Objective: The expected outcome of ad investment
– e.g., brand awareness, lead generation
Ad Category: Scorecard metric that combines
format/channel with objective/tactic
– e.g., social media targeting, search ROI
© 2015 eMarketer Inc.
Sizing Up Canada’s Digital Advertising Market
 C$4.58 billion in 2015
 15% over 2014
 34.3% of all ad spending
© 2015 eMarketer Inc.
Digital will make
up 43.2% of daily
media time in
2015
Up 66% since 2011,
a CAGR of 13.4%
© 2015 eMarketer Inc.
In other words, digital and mobile ad spending
doesn’t align with the amount of time spent by
consumers
 Digital will make up 34.3% of total ad spending but time
spent will be far higher, at 43.2%
 Mobile will account for 22.6% of total time spent with
media in 2015, but only 11.7% of spending
Why the gap?
© 2015 eMarketer Inc.
Overall Results
© 2015 eMarketer Inc.
Scorecard:
Format/Channel
Rankings
1. Search
2. Social Media
3. Mobile Search
4. Digital Video
5. Online Display
6. Mobile Display
© 2015 eMarketer Inc.
Plotting Advertising Sentiment
Maturity
Mobile Display
Scorecard
Rating
Search
Online Display
Paid Social
Mobile Search
Digital Video
© 2015 eMarketer Inc.
Top 10 Digital Ad Categories
1. Social media—targeting
2. Search—ROI
3. Search—website traffic
4. Mobile search—ROI
5. Search—
sales/transactions
6. Search—lead generation
7. Programmatic—
targeting
8. Video—engagement
9. Video—brand awareness
10.Mobile search targeting
© 2015 eMarketer Inc.
Bottom 10 Digital Ad Categories
1. Mobile Display—
engagement
2. Mobile Display—
sales/transactions
3. Online Display—
sales/transactions
4. Online Display—ROI
5. Mobile Display—lead
generation
6. Mobile Display—website
traffic
7. Online Display—lead
generation
8. Online Display—
engagement
9. Mobile Display—ROI
10.Search—brand
awareness
© 2015 eMarketer Inc.
The Scorecards
© 2015 eMarketer Inc.
Search
Average Score: B
Rated best of
the digital
advertising
formats, a
reflection of
its reliability
and
measurability
© 2015 eMarketer Inc.
Search will
account for
54% of digital
ad spending in
2015, worth
almost
$C2.5 billion
© 2015 eMarketer Inc.
Search Scorecard
© 2015 eMarketer Inc.
Search delivers a “qualified intention”
“What we love about search is it’s a
qualified intention already. People are
actively seeking a solution that we
can provide for them, and knowing
someone’s state of mind really helps
us determine what the best piece of
content would be for them.”
—David Alexander, manager of integrated
marketing at Maple Leaf Foods
© 2015 eMarketer Inc.
Search is predictable from a cost perspective
“Search is very predictable, very cost-
per-response driven. You know what
you’re going to spend, you can control
your spend, you can control your cost
per lead based on pay per click.”
—Adrian Capobianco, president of Proximity
Canada
© 2015 eMarketer Inc.
Social Media
Average Score: B
New ad
products from
Facebook and
Twitter have
increased
advertiser
perceptions of
paid social
© 2015 eMarketer Inc.
Social
network ad
spending will
grow 29.8% in
2015, and
represent
12.3% of total
digital ad
spending
© 2015 eMarketer Inc.
Social Media Scorecard
© 2015 eMarketer Inc.
Social Media targeting is improving rapidly
“Targeting is just so robust, Facebook
especially. Twitter is coming along.
Other platforms are coming along.
Consumers give them so much
information every day and the
analytics make it so easy to target the
right people and really get a good
ROI.”
—Gary Edgar, managing director at
Ruckus Digital
© 2015 eMarketer Inc.
But paid promotion in social media can be risky
“Most people engage with brands on
social around information and
customer care and support. I think
they view the social platform as a kind
of negative disruption when you try to
engage from a brand standpoint. So
you have to be very, very cautious on
how to use social, especially paid
social.”
—Terence Donnelly, CMO at MDC Partners
© 2015 eMarketer Inc.
Mobile Search
Average Score: B
As a derivative
of desktop
search, mobile
search also
rates highly,
even though it’s
a newer format
© 2015 eMarketer Inc.
Search will
represent
more than
half of total
mobile ad
spending in
2015
© 2015 eMarketer Inc.
Mobile Search Scorecard
© 2015 eMarketer Inc.
Mobile search meets consumers far down their
path to purchase
“Mobile search is a very powerful way to
drive sales. We understand their context
when using this tactic.”
—Sandy Fleischer, managing partner at
Pound & Grain
© 2015 eMarketer Inc.
The utility of mobile search is its strength
“On mobile search you’re looking for
something very quickly, like directions
or location. But you’re probably not
going to do mobile search to look for
a brand and do a lot of your
shopping.”
—Naveed Ahmad, CEO of Addictive Mobility
© 2015 eMarketer Inc.
Video
Average Score: B-
Video scores
best for
engaging
audiences and
impacting
brand
awareness
© 2015 eMarketer Inc.
Video’s
hypergrowth
period is over,
but strong
spending
gains will
continue
through 2018
© 2015 eMarketer Inc.
Digital Video Scorecard
© 2015 eMarketer Inc.
Video is ‘king’ for engagement and storytelling
“I think video is the best method for
actually getting engagement off your
site for the longest amount of time. If
you have high-quality content, you
can capture someone’s attention for
up to a minute or more.”
—David Alexander, manager of integrated
marketing at Maple Leaf Foods
© 2015 eMarketer Inc.
Online Display
Average Score: C
Banner
blindness
continues to be
an issue for
advertisers, as
evidenced by
poor activation
scores
© 2015 eMarketer Inc.
Display will
account for
38% of digital
ad spending in
2015
© 2015 eMarketer Inc.
Online Display Scorecard
© 2015 eMarketer Inc.
Context is key for online display
“Display is less effective because
we’re not taking advantage of placing
ads in the right context, we’re not
using ad formats that break through,
and those ads are not relevant to the
consumers that are looking at them.
Agencies and advertisers are so
focused on price that they may have
downgraded the value of context.”
—Veronica Holmes, president of digital at
ZenithOptimedia
© 2015 eMarketer Inc.
Mobile Display
Average Score: C-
Small screens
present a major
challenge for
display ads,
which create
distractions in
users’ mobile
experience
© 2015 eMarketer Inc.
Mobile display
rivals mobile
search in ad
spending,
despite being
rated much
more poorly
© 2015 eMarketer Inc.
Mobile Display Scorecard
© 2015 eMarketer Inc.
A rethink is required on mobile display
“In our experience, people who click
on mobile display do so by mistake.
There is no better example of trying to
force an old medium paradigm onto a
new medium.”
—Sandy Fleischer, managing partner at
Pound & Grain
© 2015 eMarketer Inc.
In-app mobile display provides better clarity on
legitimate impression delivery
“With mobile, particularly in-app
advertising, you know pretty much the
sites or the apps that you’re buying
on. So bot traffic is significantly
reduced. So you have a lot less
wasted impressions and viewability is
not much of an issue when it comes
to in-app advertising.”
—Naveed Ahmad, CEO of Addictive Mobility
© 2015 eMarketer Inc.
Programmatic
Average Score: B-
Its importance
continues to
rise, but
programmatic
is limited by
persistent
transparency
issues in
execution
Source: pubinteractive.ca
© 2015 eMarketer Inc.
Programmatic Ad Spending Forecasts
© 2015 eMarketer Inc.
Programmatic Scorecard
© 2015 eMarketer Inc.
Programmatic’s myriad ‘levers to pull’ give
advertisers a lot of flexibility
“[With programmatic] there is lots of
potential for optimization, real-time
changes, adjustments and different
data sets to be leveraged. There are
a lot of levers to pull and things that
we can change that drive good
performance.”
—Karel Wegert, vice president of digital
solutions at Media Experts
© 2015 eMarketer Inc.
Conclusions
1. Search advertising got the highest grade among
digital ad formats. Desktop and mobile search’s predictability
gain the confidence of advertisers.
2. Social media advertising is rapidly improving.
New ad products from Facebook and Twitter in particular have
enhanced targeting and ROI.
3. Mobile received mixed ratings. Mobile search was highly
regarded, while mobile display was scored low by most
respondents.
4. Display rated poorly for both online and mobile.
Banner blindness is a persistent issue for desktop advertising, but
the disruptive experience of mobile display ads is an even bigger
challenge.
© 2015 eMarketer Inc.
How eMarketer creates its reports and forecasts
 Analysis of
quantitative
data from a
broad spectrum
of sources
 In-depth
interviews with
a variety of
industry experts
© 2015 eMarketer Inc.
Highlights of 2015 Coverage
 Mobile advertising in Canada
 Programmatic advertising in Canada
 Sports – the digital marketing opportunity
 Canada ecommerce
 Millennials and their media consumption habits
 Time spent with media
 Hundreds of proprietary eMarketer forecasts
© 2015 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer reports are published
each year. Here are some recent reports you
may be interested in:
Q&A Session
You will receive an email
tomorrow with a link to view
the deck and webinar
recording.
To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
Paul Briggs
Canada Digital Advertising
Scorecard
 Canada Millennials: Understanding Their Media Habits
and Preferences
 Canada Ecommerce 2015
 Focus on French Canada
 Canada’s Digital Video Market

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eMarketer Webinar: Digital Media Scorecard—How Canadian Marketers Rate the Effectiveness of Digital Ad Formats and Channels

  • 1. © 2015 eMarketer Inc. Canada Digital Advertising Scorecard Paul Briggs Analyst, Canada Twitter: @briggsrp May 20, 2015
  • 2. © 2015 eMarketer Inc. Canada Ad Spending Reports
  • 3. © 2015 eMarketer Inc. Today’s Agenda  Digital Ad Spending in Canada Primer  Tracking Digital Advertiser Sentiment  Scorecard Results – Search (Desktop and Mobile) – Display (Desktop and Mobile) – Social Media – Video – Programmatic
  • 4. © 2015 eMarketer Inc. Scorecard Methodology  eMarketer worked with 18 brands and agencies in Canada between December 2014 and March 2015  Rated the following ad formats/channels: online display, search, digital video, paid social media, mobile search and mobile display, programmatic  A to F grading for each format/channel for each of the following marketing objectives/tactics: engagement, lead generation, brand awareness, website traffic, targeting, return on investment and sales/transactions
  • 5. © 2015 eMarketer Inc. Before we get started, some definitions: Ad Format/Channel: The major digital media through which advertisers reach consumers – e.g., online display, mobile search Ad Objective: The expected outcome of ad investment – e.g., brand awareness, lead generation Ad Category: Scorecard metric that combines format/channel with objective/tactic – e.g., social media targeting, search ROI
  • 6. © 2015 eMarketer Inc. Sizing Up Canada’s Digital Advertising Market  C$4.58 billion in 2015  15% over 2014  34.3% of all ad spending
  • 7. © 2015 eMarketer Inc. Digital will make up 43.2% of daily media time in 2015 Up 66% since 2011, a CAGR of 13.4%
  • 8. © 2015 eMarketer Inc. In other words, digital and mobile ad spending doesn’t align with the amount of time spent by consumers  Digital will make up 34.3% of total ad spending but time spent will be far higher, at 43.2%  Mobile will account for 22.6% of total time spent with media in 2015, but only 11.7% of spending Why the gap?
  • 9. © 2015 eMarketer Inc. Overall Results
  • 10. © 2015 eMarketer Inc. Scorecard: Format/Channel Rankings 1. Search 2. Social Media 3. Mobile Search 4. Digital Video 5. Online Display 6. Mobile Display
  • 11. © 2015 eMarketer Inc. Plotting Advertising Sentiment Maturity Mobile Display Scorecard Rating Search Online Display Paid Social Mobile Search Digital Video
  • 12. © 2015 eMarketer Inc. Top 10 Digital Ad Categories 1. Social media—targeting 2. Search—ROI 3. Search—website traffic 4. Mobile search—ROI 5. Search— sales/transactions 6. Search—lead generation 7. Programmatic— targeting 8. Video—engagement 9. Video—brand awareness 10.Mobile search targeting
  • 13. © 2015 eMarketer Inc. Bottom 10 Digital Ad Categories 1. Mobile Display— engagement 2. Mobile Display— sales/transactions 3. Online Display— sales/transactions 4. Online Display—ROI 5. Mobile Display—lead generation 6. Mobile Display—website traffic 7. Online Display—lead generation 8. Online Display— engagement 9. Mobile Display—ROI 10.Search—brand awareness
  • 14. © 2015 eMarketer Inc. The Scorecards
  • 15. © 2015 eMarketer Inc. Search Average Score: B Rated best of the digital advertising formats, a reflection of its reliability and measurability
  • 16. © 2015 eMarketer Inc. Search will account for 54% of digital ad spending in 2015, worth almost $C2.5 billion
  • 17. © 2015 eMarketer Inc. Search Scorecard
  • 18. © 2015 eMarketer Inc. Search delivers a “qualified intention” “What we love about search is it’s a qualified intention already. People are actively seeking a solution that we can provide for them, and knowing someone’s state of mind really helps us determine what the best piece of content would be for them.” —David Alexander, manager of integrated marketing at Maple Leaf Foods
  • 19. © 2015 eMarketer Inc. Search is predictable from a cost perspective “Search is very predictable, very cost- per-response driven. You know what you’re going to spend, you can control your spend, you can control your cost per lead based on pay per click.” —Adrian Capobianco, president of Proximity Canada
  • 20. © 2015 eMarketer Inc. Social Media Average Score: B New ad products from Facebook and Twitter have increased advertiser perceptions of paid social
  • 21. © 2015 eMarketer Inc. Social network ad spending will grow 29.8% in 2015, and represent 12.3% of total digital ad spending
  • 22. © 2015 eMarketer Inc. Social Media Scorecard
  • 23. © 2015 eMarketer Inc. Social Media targeting is improving rapidly “Targeting is just so robust, Facebook especially. Twitter is coming along. Other platforms are coming along. Consumers give them so much information every day and the analytics make it so easy to target the right people and really get a good ROI.” —Gary Edgar, managing director at Ruckus Digital
  • 24. © 2015 eMarketer Inc. But paid promotion in social media can be risky “Most people engage with brands on social around information and customer care and support. I think they view the social platform as a kind of negative disruption when you try to engage from a brand standpoint. So you have to be very, very cautious on how to use social, especially paid social.” —Terence Donnelly, CMO at MDC Partners
  • 25. © 2015 eMarketer Inc. Mobile Search Average Score: B As a derivative of desktop search, mobile search also rates highly, even though it’s a newer format
  • 26. © 2015 eMarketer Inc. Search will represent more than half of total mobile ad spending in 2015
  • 27. © 2015 eMarketer Inc. Mobile Search Scorecard
  • 28. © 2015 eMarketer Inc. Mobile search meets consumers far down their path to purchase “Mobile search is a very powerful way to drive sales. We understand their context when using this tactic.” —Sandy Fleischer, managing partner at Pound & Grain
  • 29. © 2015 eMarketer Inc. The utility of mobile search is its strength “On mobile search you’re looking for something very quickly, like directions or location. But you’re probably not going to do mobile search to look for a brand and do a lot of your shopping.” —Naveed Ahmad, CEO of Addictive Mobility
  • 30. © 2015 eMarketer Inc. Video Average Score: B- Video scores best for engaging audiences and impacting brand awareness
  • 31. © 2015 eMarketer Inc. Video’s hypergrowth period is over, but strong spending gains will continue through 2018
  • 32. © 2015 eMarketer Inc. Digital Video Scorecard
  • 33. © 2015 eMarketer Inc. Video is ‘king’ for engagement and storytelling “I think video is the best method for actually getting engagement off your site for the longest amount of time. If you have high-quality content, you can capture someone’s attention for up to a minute or more.” —David Alexander, manager of integrated marketing at Maple Leaf Foods
  • 34. © 2015 eMarketer Inc. Online Display Average Score: C Banner blindness continues to be an issue for advertisers, as evidenced by poor activation scores
  • 35. © 2015 eMarketer Inc. Display will account for 38% of digital ad spending in 2015
  • 36. © 2015 eMarketer Inc. Online Display Scorecard
  • 37. © 2015 eMarketer Inc. Context is key for online display “Display is less effective because we’re not taking advantage of placing ads in the right context, we’re not using ad formats that break through, and those ads are not relevant to the consumers that are looking at them. Agencies and advertisers are so focused on price that they may have downgraded the value of context.” —Veronica Holmes, president of digital at ZenithOptimedia
  • 38. © 2015 eMarketer Inc. Mobile Display Average Score: C- Small screens present a major challenge for display ads, which create distractions in users’ mobile experience
  • 39. © 2015 eMarketer Inc. Mobile display rivals mobile search in ad spending, despite being rated much more poorly
  • 40. © 2015 eMarketer Inc. Mobile Display Scorecard
  • 41. © 2015 eMarketer Inc. A rethink is required on mobile display “In our experience, people who click on mobile display do so by mistake. There is no better example of trying to force an old medium paradigm onto a new medium.” —Sandy Fleischer, managing partner at Pound & Grain
  • 42. © 2015 eMarketer Inc. In-app mobile display provides better clarity on legitimate impression delivery “With mobile, particularly in-app advertising, you know pretty much the sites or the apps that you’re buying on. So bot traffic is significantly reduced. So you have a lot less wasted impressions and viewability is not much of an issue when it comes to in-app advertising.” —Naveed Ahmad, CEO of Addictive Mobility
  • 43. © 2015 eMarketer Inc. Programmatic Average Score: B- Its importance continues to rise, but programmatic is limited by persistent transparency issues in execution Source: pubinteractive.ca
  • 44. © 2015 eMarketer Inc. Programmatic Ad Spending Forecasts
  • 45. © 2015 eMarketer Inc. Programmatic Scorecard
  • 46. © 2015 eMarketer Inc. Programmatic’s myriad ‘levers to pull’ give advertisers a lot of flexibility “[With programmatic] there is lots of potential for optimization, real-time changes, adjustments and different data sets to be leveraged. There are a lot of levers to pull and things that we can change that drive good performance.” —Karel Wegert, vice president of digital solutions at Media Experts
  • 47. © 2015 eMarketer Inc. Conclusions 1. Search advertising got the highest grade among digital ad formats. Desktop and mobile search’s predictability gain the confidence of advertisers. 2. Social media advertising is rapidly improving. New ad products from Facebook and Twitter in particular have enhanced targeting and ROI. 3. Mobile received mixed ratings. Mobile search was highly regarded, while mobile display was scored low by most respondents. 4. Display rated poorly for both online and mobile. Banner blindness is a persistent issue for desktop advertising, but the disruptive experience of mobile display ads is an even bigger challenge.
  • 48. © 2015 eMarketer Inc. How eMarketer creates its reports and forecasts  Analysis of quantitative data from a broad spectrum of sources  In-depth interviews with a variety of industry experts
  • 49. © 2015 eMarketer Inc. Highlights of 2015 Coverage  Mobile advertising in Canada  Programmatic advertising in Canada  Sports – the digital marketing opportunity  Canada ecommerce  Millennials and their media consumption habits  Time spent with media  Hundreds of proprietary eMarketer forecasts
  • 50. © 2015 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Paul Briggs Canada Digital Advertising Scorecard  Canada Millennials: Understanding Their Media Habits and Preferences  Canada Ecommerce 2015  Focus on French Canada  Canada’s Digital Video Market